Tag Archives: Research

5 Common Advertising Mistakes To Avoid In 2016

Growth comes from reflecting on and analyzing both success and failure. As we flip the calendar to a new year, we thought it would be helpful to share the five most common advertising mistakes that we’ve seen in the CPG … Continue reading

Posted in Advertising Research, Attention, Brand Awareness, Memory, Motivation, Packaged Goods | Tagged , , , , , , , , , , , , , , , , , | Leave a comment

The ‘Second Battleground’ To Drive Brand Growth

Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different. — Michael Porter Just about every brand marketer talks about winning the battle at shelf. But there is another battleground that is too often ignored. Many brands … Continue reading

Posted in Advertising Research, Memory, Methodology, Motivation | Tagged , , , , , , , , , , , , | Leave a comment

The “Absolute Value” of Advertising Research

Itamar Simonson & Emanuel Rosen recently released the book, “Absolute Value.” I picked it up because the hook was intriguing – in a world of increasing access to information, has brand equity and relative value lost its place? The sub-title … Continue reading

Posted in Advertising Research, Brand Awareness | Tagged , , , , , , , , , , , , | Leave a comment

Analogy in Advertising: Strengthening Your Brand Perceptions

In order to survive, humans rely upon comparing what is happening to them in the present with what happened to them in the past. Based on previous experiences and memories stored, our brain helps us live. For example, when you … Continue reading

Posted in Advertising Research, Memory, Methodology | Tagged , , , , , , , , , , , , , , | Leave a comment

Is Good Advertising Good Enough? Why Competitive Context Really Matters.

Ameritest recently validated McDonald’s same-store sales changes using just a few advertising quality variables. While this is a significant finding, one of the limitations to such a construct becomes clear: only McDonald’s advertising was considered. McDonald’s does not advertise in … Continue reading

Posted in Advertising Research, Memory, Methodology, QSR Advertising | Tagged , , , , , , , , , , , , , , , , | Leave a comment

P & G’s “Thank You Mom”: The Success Story of a Successful Story

This winter we witnessed an inspirational competition amongst disciplined participants who struggled years and years honing their skills and finally rising to the apex of their chosen specialties. (Oh, and we also watched the Olympics.) Of course I’m talking about Olympic Advertising … Continue reading

Posted in Advertising Research, Brand Awareness, Memory, Methodology, Packaged Goods, Storytelling | Tagged , , , , , , , , , , , , , , , | Leave a comment

How Speed Adds Quality to Advertising Research

Increasingly, the marketer’s job is more challenging, from marketplace uncertainty, tight budgets, and less staff, to a continued shift in control from the marketer to consumers and retailers. Advertising research is needed more than ever to help win this battle, … Continue reading

Posted in Advertising Research, Methodology | Tagged , , , , , , , , | Leave a comment