Tag: CCPersuasion
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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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The Challenges of a New Brand Name – 5 Empirically Supported Tactics to Improve Your Results
It’s common for new products to leverage existing brand names. This could be line-extension – a new variety of an existing brand in the same category; or a brand-extension – a new product in a new category using an existing brand name. In either case, the new product can take advantage of the brand’s existing…
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Creative is King – Long Live Great Creative!
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we have been highlighting the most…