Mindblown: a blog about philosophy.
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The Use of Humor in Video Advertising
Humor is a commonly used technique in video advertising. In fact, some advertisers use humor in nearly all the commercials they run. Humor allows agencies to be creative and viewers enjoy being entertained. But of course, the purpose of a video ad is to promote the featured brand. Advertising legend David Ogilvy cautioned against the…
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Why Purchase Intent is an awful question and what you should use instead
Using purchase intent as a decision metric in advertising research? Terrible idea. Here’s why: 1️⃣ It’s not predictive of sales. MSW’s Brand Preference correlates to sales at 0.87, rising to 0.92 with price and availability factored in. 2️⃣ Purchase intent asks the wrong question. MSW’s brand preference forces consumers to make a choice, reflecting true…
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TouchPoint℠ – Creative Assessment
At MSW Research, we’re committed to elevating your brand’s creative impact. One of our flagship offerings, TouchPoint℠, stands out as the most predictive and validated solution available in the industry. Endorsed by Quirk’s Media, our TouchPoint℠ system has been rigorously validated against actual business results, setting the standard for advertising measurement. TouchPoint℠ provides invaluable insights…
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| Video Blog | MSW Sifter℠, early-stage message and value proposition test
The key to successful advertising lies in a strong value proposition. At MSW Research, we understand the critical role that a robust value proposition plays in shaping effective campaigns. Our MSW Sifter℠ methodology offers an early-stage message and value proposition test, allowing brands to identify the right foundation for their advertising endeavors. Through extensive research…
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| Video Blog | Emotional Evaluation of Ads: Case Study
Advertising isn’t just about selling a product—it’s about shaping perceptions and emotions. In our recent analysis of fast food advertising, we delved into the subtle shifts in brand perceptions brought about by ad campaigns. Take McDonald’s, for instance—the epitome of convenience and affordability. Through strategic campaigns, it’s now positioning itself as a brand that friends…
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| Video Blog | Impact of Ads: Case Study
Advertising isn’t one-size-fits-all—it’s about understanding your audience and tailoring your message accordingly. In our recent case study on fast food advertising, we delved into the complexities of brand relationships and how ads impact consumer behavior. What did we uncover? Wendy’s and Sonic successfully draw in various user groups, enhancing loyalty and re-engaging lapsed users. Meanwhile,…
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| Video Blog | Background Position: Case Study
Advertising for established brands serves a crucial purpose: reinforcing brand position, enhancing saliency, and strengthening loyalty. But what if you could do more than just remind people you exist? What if you could nudge perceptions and drive real change in brand preference? Enter landscape advertising—a powerful technique designed to navigate the competitive landscape. At MSW…
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| Chart of The Week | Automobile Insurance: Change in Brand Preference and Share 2021 vs 2023
The MSW TBSM tracking service measures brand preference as one component of the survey. Using TBSM Auto Insurance category data, changes in brand preference results between 2021 and 2023 were computed for individual brands. Our Chart of the Week displays these results for the three top players in the US Auto Insurance market: State Farm,…
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| Video Blog | Strategic Branding for Margin Growth
In the realm of successful brands, one thing stands out: distinctive brand assets. Whether it’s a memorable color, logo, design, or jingle, these cues aid in memory encoding and signal availability. Yet, the true value of these assets lies in the eyes of consumers. They expect a return on their investment in terms of time,…
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| Video Blog | Importance of Retention and Brand Loyalty
In the world of brands, loyalty reigns supreme. Yet, the truth is, most consumers aren’t loyal to any single brand. At MSW Research, we delve beyond behavioral loyalty, focusing on attitudinal loyalty—the kind that makes a brand their top choice, their go-to. Our research reveals a stark reality: only half of all customers feel loyal…
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