ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

The Interdependence of Advertising, Storytelling, and Branding (Clone)

Posted by Angela Jeffrey on Apr 12, 2022 10:49:17 AM

Today's post is an approved reprint of Debbie Laskey's recent post on the topic above.  Debbie has two decades of marketing experience and an MBA Degree. She developed her marketing expertise while working in the high-tech industry, the Consumer Marketing Department at Disneyland Paris in France, the nonprofit arena, and the insurance industry.

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Topics: Covid-19, Advertising Effectiveness, Television, Super Bowl Sunday

The Interdependence of Advertising, Storytelling, and Branding

Posted by Angela Jeffrey on Apr 5, 2022 3:33:46 PM

Today's post is an approved reprint of Debbie Laskey's recent post on the topic above.  Debbie has two decades of marketing experience and an MBA Degree. She developed her marketing expertise while working in the high-tech industry, the Consumer Marketing Department at Disneyland Paris in France, the nonprofit arena, and the insurance industry.

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Topics: Covid-19, Advertising Effectiveness, Television, Super Bowl Sunday

Super Bowl 2022 Advertising Effectiveness ... and Not so Much

Posted by Angela Jeffrey on Mar 4, 2022 9:36:50 AM

This is Michael J. Wolfe's fifth annual & comprehensive review of Super Bowl advertising effectiveness. Wolfe is CEO of Bottom-Line Analytics, an award-winning market mix modeling and advanced analytics expert who dives into every article he writes with a depth that provides deep learnings for all. Wolfe is a frequent contributor to the ABX Advisory and has given permission for this reprint of his recent article.

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Topics: Advertising Effectiveness, Television, Super Bowl Sunday

When Things Hit the Fan, Great Ads can Clean up the Mess

Posted by Angela Jeffrey on Nov 2, 2021 12:10:40 PM

We all know Chipotle fell from grace in 2015 with an e-coli scandal that cost them billions of dollars over many years.  Today, they are more successful than ever.  Many stories have been written about Chipotle's multi-pronged strategy to recover, one of which was its dramatically improved ad creative and messaging. ABX tested 100's of Chipotle ads from 2015 through YTD and found powerful correlations to revenue.  The story below is a teaser of those findings, which will be presented in full to students at Pennsylvania State University soon.   


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Topics: Restaurants, Media, Integrated Marketing, Advertising Effectiveness, Great Ads

Radio – More Bang for Your Buck?

Posted by Angela Jeffrey on Sep 9, 2021 9:38:28 AM

ABX has long been fascinated by the power of radio.  We've written several blogs on the topic, which are full of research: "Four Great Tips for Radio Advertising" and "Research Shows Radio Advertising may be Most Effective."  And today we directly compare sets of TV and radio ads that are very similar, to see how well both score.  We'd love to hear your feedback at the end!

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Topics: Media, Integrated Marketing, Advertising Effectiveness

Advertising Effectiveness by TV Spot Length

Posted by Angela Jeffrey on Jun 11, 2021 2:55:22 PM

Special Guest Michael Wolfe, CEO of Bottom-Line Analytics, repurposes his recent article on advertising effectiveness through the efficacy of different Television spot lengths.  If you've followed the ABX Advisory, you've seen a number of articles from Michael utilizing his vast talents in market mix modeling to yield best practices for advertisers.  

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Topics: Advertising Effectiveness, Television

Successfully Portraying Women in Ads in the US, UK, Germany and Japan

Posted by Angela Jeffrey on May 13, 2021 3:27:00 PM

Last month's ABX Advisory post, "Positive Portrayals of Females in Ads leads to Financial Gain," announced the major leaps forward advertisers are making in the respectful portrayal of women in advertising.  A 2019 ABX longitudinal survey showed an increase in the presence of women in ads, an increase in understanding as to what makes an ad "appropriate," and a decrease in tolerance for ads that are "inappropriate."  Even more exciting, ABX research shows it is possible to increase sales to women by 45% by depicting females properly in advertising.  Today, we will look at top ABX Gender Equality Index ads in the UK, Germany, Japan and the US to see what is working in each.

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Topics: Personal Care, Gender Equality Measure, Global, Corporate Image, Advertising Effectiveness

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

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: Retail, Telecom, Cable and Internet, Gender Equality Measure

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