Today's Special Report on the absolute latest technology for advertising comes from Sophia Karakeva, Ph.D., a communications & marketing executive from DataScouting, based in Thessaloniki, Greece.  Sophia and ABX have both been deeply involved in the measurement of advertising and public relations.  

No matter how companies do it, advertising remains one of the most important aspects of a business. However, advertising has evolved so much over the past decades that it has become nearly impossible for businesses to keep up. From simple flyers and giant billboards, to taking your ads into space and licensing celebrity faces, technology continues to disrupt the advertising industry.

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 13,000 radio spots over the past five years, and 1833 in 2018. For more on radio creative testing, see our Integrated Media pillar page.

In 2016, the Radio Advertising Bureau (RAB) shared ABX research findings in,  "Advertising Effectiveness - New Research Shows Radio Potentially Most Effective Medium."  The explosive key findings:

In our systematic review of good and bad ads for 2018 by Media Type, today's post focuses on Out-of-Home (OOH).  Our syndicated ad effectiveness panel tested 803 OOH ads last year, so we decided to look at six of the Top 5% and three of the bottom. For information on using different media types in integrated campaigns, see our Integrated Media pillar page.

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.

Powerful creative is at the core of every impactful ad.  Sound in particular is a critical component in conveying brand messages and connecting with an audience emotionally.  It is also big business. To continue reading scroll down to read this special guest post by Pierre Bouvard, Chief Insights Officer of Westwood One, or view this article on MediaVillage.com.

Today's post looks at two case studies in integrated 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.