ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

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.

Read More

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

How to Increase COVID Advertising Effectiveness 175%

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.
Read More

Topics: Personal Care, Gender Equality Measure, Covid-19, Advertising Effectiveness

ABX takes on the Media: Women in Advertising Make an Ad Hot

Posted by Angela Jeffrey on Jun 13, 2018 2:23:04 PM

Today's post debuts a new series, "ABX takes on the Media," by challenging ads designated as "Hot." Ads cited by popular ad pundits will be subjected to ABX advertising effectiveness testing to see how they really work. Today's post compares June Olay and Macy's ads to see how they portray women.  If you're interested in more about ad effectiveness, or about gender equality, click the links for resources pages.


Read More

Topics: Personal Care, Retail, Gender Equality Measure, Advertising Effectiveness

Competitive Intelligence for Personal Care: Do Beautiful Women Sell?

Posted by Angela Jeffrey on Oct 27, 2015 1:34:28 PM

Do beautiful women or celebrities ‘sell’ in personal care/beauty advertising? Do we ‘hate them because they are beautiful?’ Or, do we prefer their beauty to the plainer ‘real woman’ ads that have been such a popular trend?  What about those boring product ads?  Does anyone actually read them?  If you're interested in ad analysis in more categories, see our  Competitive Intelligence resources page for more.

Read More

Topics: Personal Care, Competitive Intelligence, Advertising Effectiveness

Mark Twain and TV Ad Effectiveness - Why 15-Second Spots Rock

Posted by Gary Getto on Jul 16, 2015 3:33:00 PM

Mark Twain reportedly wrote, “I didn't have time to write a short letter, so I wrote a long one instead.”  And while TV did not exist in his time, he might have said the same about TV ad effectiveness.  While you are studying about TV advertising effectiveness, be sure to see our resources page on Integrated Marketing Across All Media.

Read More

Topics: Personal Care

Join the discussion on advertising effectiveness with insights from the world's largest normative database of measured ads:

  • Analysis of creative omnichannel 
  • What works or doesn't by industry 
  • Implications for marketing, creative and media planning
  • Consumer panel results, not just opinion
 
Subscribe to ABX Advisory Here