A brand’s success lies with the relationship between its leadership and consumers. Focus tends to be on the CEO. The correlation is so strong that a CEO’s brand image can predict how credible that brand’s advertising appears. That’s according to this latest study published online, as part of the JAR’s Digital First page.
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Deciding to make major cuts or to eliminate brand advertising can be one of marketers’ most painful choices. This ARF paper summarizes the findings from a number of studies that quantify the impact and implications of drastic budget reductions, offers a case study, and provides insights, so that marketers can be better informed as they have to consider tough calls. Editor’s Note: The full report is available to member’s only.
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There are many different approaches attribution providers use, including different modeling techniques and data sources—using both STB data and Smart TV ACR data.
Advertisers often debate whether to air their Super Bowl ads early on social media. This study’s moment-by-moment analysis of consumers’ emotions while they viewed the ads—and their related social-media behavior—shows that the benefits extend not just in-game but afterward, with more favorable attitudes and purchase intentions.
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As the use of social-media influencers gains traction, marketers face a daunting task of choosing the best-suited ones to promote their brands. Researchers in Germany found that an influencer’s fit with the brand will affect his or her credibility and persuasiveness, but social interactions with fans may tip the balance.
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