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!
Topics: Media, Integrated Marketing, Advertising Effectiveness
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.
Topics: Advertising Effectiveness, Television
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.
Topics: Personal Care, Gender Equality Measure, Global, Corporate Image, Advertising Effectiveness
Topics: Personal Care, Gender Equality Measure, Covid-19, Advertising Effectiveness
Topics: Electronics, Competitive Intelligence, Corporate Image, Advertising Effectiveness
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.
Topics: Retail, Integrated Marketing, Competitive Intelligence, Advertising Effectiveness
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.
Topics: Telecom, Cable and Internet, Corporate Image, Advertising Effectiveness
We looked at evaluation results for auto ads, focusing on TV ads in the US, UK, Germany, and Japan to see if culture played a part in ad test results. While there are many country-to-country differences, culture was not a big factor. We’ll share some insights showing a top performer and lower performing ad in each country.
Topics: Automotive, Global, Advertising Effectiveness
What makes good print advertising these days? Does anyone even think about print anymore? Actually, they do since print overlaps with online display, FSIs, OOH and other media outlets for good creative. Our syndicated ad effectiveness panel tested 3,192 print ads last year, so we decided to look at the Top Five in today's post. We'll also see how they compare to the 160,000 ads in all media that we've measured over time. For information on using different media types in integrated campaigns, see our pillar page.
Topics: Restaurants, Household, Advertising Effectiveness, Print Advertising, Food and Beverage
Topics: Personal Care, Retail, Gender Equality Measure, Advertising Effectiveness
