ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

Four Tips for Great Radio Advertising with the Best/Worst of 2018

Posted by Angela Jeffrey on Apr 22, 2021 9:22:07 AM

So far, you've seen good and bad Print and OOH ads from 2018 in this column, and today you'll see the same for Radio. To make this analysis really useful, we've contrasted good and bad 2018 spots within Four Tips for Great Radio Advertising. These tips have emerged through our testing of 15,000 radio spots over the past five years, and 1833 in 2018. For more on radio creative testing, see our Integrated Media pillar page.

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Topics: Integrated Marketing

Positive Portrayals of Females in Ads leads to Financial Gain

Posted by Angela Jeffrey on Apr 15, 2021 2:50:02 PM

The respectful portrayal of women in advertising has made major leaps forward according to a longitudinal survey by Advertising Benchmark Index. Other major associations that are promoting female gender equality also report the same terrific progress.  So, if you want to increase sales to women by 45%, read on!

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Topics: Gender Equality Measure

2021 Super-Bowl Advertising Effectiveness

Posted by Angela Jeffrey on Feb 17, 2021 3:08:03 PM

Michael J. Wolfe, CEO of Bottom-line Analytics, gave ABX permission to reprint this article, which uses  ABX advertising analytics.  As always, ABX is delighted to share Michael's work because he goes beyond the obvious in his analysis and writing.  Michael is a market mix modeler who has worked with the largest companies (see bio below).  We hope you enjoy this latest article from Michael.

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Topics: Super Bowl 2021

A Deep Dive into Adweek's Brand Geniuses

Posted by Angela Jeffrey on Oct 9, 2020 12:19:16 PM

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! 

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Topics: Media

The Effectiveness of Pandemic Advertising 2020

Posted by Angela Jeffrey on Aug 4, 2020 2:55:54 PM

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.

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Topics: Covid-19

COVID-19 Radio Ad Effectiveness is Breaking Records

Posted by Angela Jeffrey on May 27, 2020 2:27:41 PM

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.

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Topics: Media, Integrated Marketing

COVID Advertising Effectiveness can Increase 175% with Right Focus

Posted by Angela Jeffrey on Apr 29, 2020 11:34:12 AM

Stunning News for COVID Advertisers 


In a study of 360 COVID ads measured by ABX across all media, advertising effectiveness scores were some of the highest we've seen.  Ads featuring thanks to first-responders, helpful advice regarding resisting the virus, and Gender Equality in all ads rose to the top.  See which top three ads worked, and which bottom three didn't.
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Topics: Personal Care, Gender Equality Measure

Nike and United Airlines: A Paid, Owned and Earned Media Tale

Posted by Angela Jeffrey on Mar 27, 2020 11:17:16 AM

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.


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Topics: Integrated Marketing

Competitive Intelligence for Consumer Electronics: Apple or Microsoft?

Posted by Angela Jeffrey on Mar 12, 2020 1:57:55 PM
 
Earlier this week, Microsoft launched a TV spot that has raised the ire of some and the admiration of others.  You’ve seen it: the spot features Microsoft employees caroling about peace as they walk to an Apple store to serenade their competitors.  See more about competitive moves at our Resource Page on Competitive Intelligence.
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Topics: Electronics

Lessons from Super Bowl 2020 Advertising Effectiveness

Posted by Angela Jeffrey on Feb 13, 2020 3:44:33 PM

This is Michael Wolfe's annual review of TV commercials for Super Bowl 2020 using data from Advertising Benchmark Index or ABX.  Wolfe is CEO of Bottom-Line Analytics and a foremost thinker in the realm of market mix modeling. His purpose here is not just to review ad copy scores of individual ads, but also to understand key lessons of what makes these ads different from ordinary advertising and the special role they play in an advertiser's marketing mix, For more information, see our informational page - Creative Testing for ROAS, ROI and Predictive Analytics.


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Topics: Super Bowl 2020

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