G&R: Advertising Research & Consulting
Messaging Strategy • Advertising Effectiveness • Market Insights
Problem: Settling for Engagement. As media choices grow, engagement has received interest as a metric for elevating cross-media assessment. All eyeballs are not equal and some media channels, particularly digital ones, assert they are better than others at delivering eyeballs that matter more to a particular brand. Engagement focuses on the qualitative side of communication […]
Tags: advertising, Advertising Effectiveness, attentioning, brand, brand-building, consumer, engagement, persuasion, recall, research
View Full PostMarketing ROI calculations often measure activities such as sales, inquires, and clicks to gauge the effectiveness of a program. The strength is that these measure what someone actually does, as opposed to what he or she says they will do. However, activities, even ones as concrete as sales, are short-term behaviors; what someone does today […]
Tags: advertising, Advertising Effectiveness, brand, brand-building, consumer, couponing, engagement, long-term, loyalty, persuasion, recall, relationship, research, short-term, trial
View Full PostEmotion and long- form web ads can forge joyful brand-building moments.
Tags: AdHaikuesday, advertising, Banco Sabadell, Beethoven, brand, branding, commercial, emotion, flash mob, long-form, Ode to Joy, online
View Full PostOlympic sponsors do best when their brand has firm ties to the event.
Tags: AdHaikuesday, advertising, brand, commercial, linkage, London 2012, Olympics, sponsorship
View Full PostPerfect together: A strong visual with clear text and brand linkage.
Too small to read and in the fold, don’t make the brand toilsome to behold.
Print Ad 101: The advertiser’s name should be easy to read
Tags: Ad, AdHaikuesday, advertising, beauty, brand, make-up, Maybelline, print, Print Ad 101, readable
View Full PostTasteful elegance, true to brand character make a sweet TV spot.
Tags: AdHaikuesday, advertising, brand, Campbell Ewald, chocolate, commercial, Ghirardelli, music, taste appeal
View Full PostYou notice this ad. It’s synchronized fully as benefit and brand.