Author Archives: Ameritest

How Well-Crafted Research Will Leave You Shouting, “Dilly Dilly!”

I recently found myself in conversation with colleagues about the recent article by Tom Denari in which he describes copy-testing as a “usually blunt instrument that beats out the sometimes unexplainable magic of an ad or campaign.” Sticking with the “Dilly … Continue reading

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Collaboration as a Model for Brand Growth

The ARF’s Creative Council’s mandate is to help the advertising community define or evolve collaboration models that can guide an improved process for researchers and creatives. While there is not one model out there for how research and creative teams … Continue reading

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Two Days in Brooklyn: The Quirks Event

Last week, a couple of us traveled to Brooklyn for a few days to attend The Quirk’s Event. With more than 70 sessions to peruse and 90 exhibitors to visit the key take-aways are many. When asked what most stood … Continue reading

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The Lure of Free

Let’s say you had the option between a luxurious Lindt truffle and humble Hershey Kiss. We’ll go ahead and price the Lindt truffle at fifteen cents and the Hershey Kiss at one cent. Based on perceived value I imagine the … Continue reading

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Who were the 2018 Super Bowl Winners and Losers?

So, the game is over, the ads are played, and the money is spent. How did the advertisers fare in this year’s big game? Pepsi: Failed to Fulfill their Pre-Game Promise One of the risks for the brand was playing … Continue reading

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Are Pepsi and Cindy Crawford Up for the 2018 Super Bowl Challenge?

Earlier this year Pepsi announced it would recreate Cindy Crawford’s iconic 1992 Super Bowl spot for this year’s game. Twenty-six years later and Cindy is facing a new generation, a shifting social environment, and a Super Bowl that has become … Continue reading

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Seeing What Others Don’t in 2018

It’s usually about this time in January where I start feeling guilty, either for not having set any New Year’s Resolutions, out of belief they would not last or feeling guilty for not keeping the Resolution I so optimistically set … Continue reading

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