ABX Advisory

The recent AdWeek Announcement of a celebrity Brand Visionary and 12 Brand Geniuses begged the question: are their ads reflecting higher Reputation scores as a result of their corporate outreach efforts?   We've borrowed from the stories of AdWeek's T.L. Stanley, Patrick Kulp, Lisa Lacy and Diana Pearl, who interviewed these marketing heroes.  Since ABX has tested more than 250,000 ads across all media, we decided to take a closer look.  Join us! 

A few weeks ago, Michael J. Wolfe of Bottom-line Analytics published the article below using ABX advertising analytics.  With his permission, ABX is re-running his article because of his excellent analysis of which key messages and emotional approaches resounded among 70 analyzed ads during the COVID-19 Pandemic.  Michael is a market mix modeler who has worked with the largest companies (see bio below) who always finds insights.  We hope you enjoy this latest article from Michael.

In a study of 145 COVID-related Radio ads measured by ABX since March 4th, advertising effectiveness scores were amazingly high.  Radio spots featuring thanks to first-responders, helpful advice to listeners regarding resisting the virus, and conveying a serious tone in their announcements all did well.  Of course there are always those that don't work, as well.  Below are a sample of each and some tips for using radio effectively in crisis times.

Today's post looks at two case studies in integrated marketing communications - how paid and non-paid media interact in two major scandals - one with Nike and the other with United Airlines. The post is reprinted with permission from the Institute for Public Relations, and is written by three of its members: Katie Paine of Paine Publishing, Mark Stouse of Proof Analytics and Angela Jeffrey, APR, of ABX.  Contact information is below.  For more on this topic, see ABX resource page on integrated marketing.

Are consumers spending more for Holiday In-Store or Online?  During the Black Friday and Cyber Monday weekend, which of the two are getting the lion's share?  We've been watching this for the past five years through a Share of Wallet survey during the seven weeks surrounding the big weekend. The purpose is to see what respondents are spending for gifts at the top retailers.  The data provides insights to our retail clients, so they can tie results to their ad effectiveness results.  We hope it is also useful to you. This year's survey covered 14,110 respondents, or roughly 2,000 per week over seven weeks.

As the Holidays approach, thoughts turn to retail. It's a perfect time to see how various department stores, fashion stores and online retailers have done in advertising effectiveness over the last 12 months.  Some retailers, like Kohl's, have consistently good ads (outside of radio), while others (high-end retailers) always bring up the rear. This post explores the best ads across seven media types, analyzing why they work so well out of almost 1450 ads tested in the past year.

A glance at the last six months of Wireless TV spots and Online Video (433) suggest they may be improving.  We also see a close correlation between Gender Equality scores and Reputation in this Category.  One strategy common to several of the Top 15 ads was the use of corporate image strategy, which reflected well on Gender and also yielded high Reputation scores.