ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

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

Four Image Wireless Spots Top Last 6 Months in Ad Effectiveness

Posted by Angela Jeffrey on Oct 10, 2019 3:18:05 PM

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.

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Topics: Telecom, Cable and Internet, Corporate Image, Advertising Effectiveness

Top Five 2019 Super Bowl Ads for Female Gender Equality

Posted by Angela Jeffrey on Feb 12, 2019 5:32:10 PM

Everyone's asking, "how did women do in the Super Bowl ads this year?"  "Did they appear empowered?" "Are they shown with respect?" The good news, according to Jack Neff of AdAge, female gender scores did improve a little this year over last.  But, there's still a ways to go.  Meanwhile, here are the top five ads by the ABX Gender Equality Index™ for Females.


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Topics: Automotive, Telecom, Cable and Internet, Gender Equality Measure, Corporate Image, Super Bowl Sunday

How Non-Paid Media Impacts Paid

Posted by Angela Jeffrey on Apr 2, 2018 10:01:35 AM

Five Key Points from a Study with AT&T and Hotels.com

This  blog post is repurposed with permission from The Institute for Public Relations.  The just-published paper was written by Angela Jeffrey, APR, Vice President Brand Management for ABX; Gary Getto, President of ABX; and Sandra Duhé, Ph.D., MBA, APR, Fellow PRSA, Associate Professor and Chair, Corporate Communication and Public Affairs Southern Methodist University. 

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Topics: Telecom, Cable and Internet, Travel & Tourism, Data-Driven Keys, Integrated Marketing

Competitive Intelligence for Telecom: Are Celebrities Worth it?

Posted by Gary Getto on Sep 8, 2015 12:47:00 PM

We got to wondering if celebrity spokespeople are worth the big bucks in Telecom/Wireless. So, we pulled all competitor TV spots for 2015 YTD and compared the ad effectiveness scores for those with celebrities against those without.   For analysis of ads in other categories, see our Competitive Intelligence resources page.

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Topics: Telecom, Cable and Internet, Advertising Effectiveness