Tag: Ad Effectiveness
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Super Bowl – Super Price Tag: Is Super Bowl Advertising Worth It?
The Super Bowl is an enormous event – arguably the biggest in the United States. And it’s much more than the game itself. It’s also the parties, the playoff pools, the bloated halftime show and of course the commercials. Advertising has become an integral part of the event. But that prominence comes with quite a…
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Assessing the Utility of MSW’s Insight Rabbit Copy Testing Scores in Predictive Analytics: A Validation Case Study
Copy testing has been utilized by advertisers for decades to assess the quality of advertising copy. MSW’s TouchPoint™ copy testing system has been extensively validated, showing that test results on key metrics are predictive of subsequent sales results from airing the tested advertising. A partnership between MSW and predictive marketing analytics firm Keen set out…
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A Case Study – How to Know Which Competitors’ Customers Your Ad is Going to Steal
Across categories, companies/brands will oftentimes create an advertising initiative that is meant to target a certain competitor, or groups of competitors. In doing so, they likely employ a communication strategy that they believe will target those consumers currently purchasing products/services from said competitors. The problem is: How do they actually know if their communication strategy…
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Stop Them in Their Tracks! The Importance of Gaining Viewer Interest Quickly
Stopping Power in advertising can be defined as an advertisement’s ability to capture audience attention and interest. For a print advertisement this would represent an ad causing a reader to stop reading an article or flipping the pages and take notice of the ad. For a video commercial this would represent an ad’s ability to…
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Television’s Brand Building Power – How It Has Changed Over the Years
Radical changes continue to shape the media landscape. While much recent research has been conducted on the effectiveness of new platforms, less attention has been given to that media plan staple, television advertising. Is television as effective as it was in the 1980s? Or has its role diminished to the point of non-viability? And if…
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It Made Me Laugh, It Made Me Cry – But Did It Make Me Buy?
Due to his Vulcan upbringing, Star Trek’s Mr. Spock was known for his ability to detach himself from emotion and arrive at decisions from a purely logical standpoint. As for the rest of us – not so much. Humans are emotional creatures. We may diligently do our homework in gathering the facts – fuel economy,…
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Don’t Be Fooled, Ad Wearout Is Real!
One of the most persistent point-of-view requests we get from clients concerns wearout of their advertising. Why; because ads are expensive to produce and media is costly. What we would all like to hear is that ads don’t wearout and that they will continue to drive brand sales at the same rate regardless of the…
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Celebrity Advertising – Pitfalls or Payoffs?
Celebrity Advertising: Pitfalls or Payoffs? In many ways we live in a celebrity driven culture. Whether it be television, movies, music, sports, fashion or politics; star power rules. We read celebrity news, watch them on talk shows or reality television and follow them on twitter. Certainly the stars have cashed in on this national –…
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Creating Effective Product Benefit Advertising: Series
Creating Effective Product Benefit Advertising Just as there isn’t only one way to skin a cat, there isn’t one way to create sales-effective advertising. The approach taken for a particular campaign is influenced by a variety of factors, including but not limited to the equity of the brand, the specific attributes of the category in…