Ad Effectiveness & ROI

Ambush Marketing: New Moves and Tactics

  • Nicholas Burton (Brock University) and Simon Chadwick (Salford University Manchester)

How can you protect your brand from an “ambush”? Evolving ambush marketing tactics spurred researchers in Canada and the U.K. to undertake the task of redefining the different forms and offering practical guidance and strategies to both sides of the practice.

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Where do Supermarket Endcaps have the Most Traction?

  • William Caruso, Armando Maria Corsi, Svetlana Bogomolova, Justin Cohen, Anne Sharp, and Pei Jie Tan (Ehrenberg-Bass Institute, Univ. of South Australia) Larry Lockshin (Univ. of S. Australia School of Marketing)

Marketers and store managers invest significantly in endcaps— end-of-aisle displays intended to reach as many shoppers as possible. A seven-year Australian cross-country study analyzed where shoppers spend the most time in a store and which endcap space has the greatest potential reach. What do you think they found more valuable: front or back of the store?

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The Optimal Way to Advertise Sequentially Released Products

  • Jooseop Lim and Tieshan Li (Concordia Univ.)

Hollywood pumps out movie sequels like there’s no tomorrow. Why? Sequential distribution is critical to a company’s performance, not only for movies but also for other types of products. This article illustrates that how an advertising budget is allocated across product life stages or product formats over time can make or break success.

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Who Blocks Ads, Why, and How to Win Them Back

  • Kristina Sruoginis; Samar Das
  • Internet Advertising Bureau; C3Research

Ad blocking behavior can be exacerbated or reduced by various factors, according to an IAB and C3Research study. Consumers don’t reject ads outright, but a bad ad experience leads them to ad blockers. The study suggests several steps, such as giving consumers control, to discourage ad blocking.

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Measuring the Power of TV and Creative

  • Jeanine Poggi, Media Reporter Advertising Age (moderator); David Poltrack, CBS; Leslie Wood Nielsen Catalina

Rumors of TV’s death have been greatly exaggerated, according to studies conducted by Nielsen Catalina for CBS; they indicated that TV is more likely to be “on target” than digital. The studies also found that Creative remains the key factor contributing to sales, although its impact has diminished, while that of Media has grown.

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