Advertising Amid Crisis: Word of Mouth Lessons from the Auto and Financial Services Crises
What should an advertiser do when its industry is being ravaged in the news media amid a crisis of historic proportions? Go quiet until the trouble passes, or continue to engage directly with paid messaging? The recent crisis faced by the financial and automotive industries provides two excellent cases in point, with lessons for marketers in all categories.This week, at the Advertising Research Foundation’s Annual ReThink Conference, my colleague Brad Fay joined with Mediavest’s . More >
ESPN Launches Unprecedented Cross-Media Research Initiative: ESPN XP
Today at the ARF’s Re:think 2010 conference, ESPN Research+Analytics revealed plans for ESPN XP, a research initiative unprecedented in its scope, to study consumer behavior around major sporting events beginning with the 2010 FIFA World Cup South Africa. Using one of the largest collections of research companies ever assembled plus a top-tier business school, ESPN XP will attempt to measure media usage and advertiser effects for the World Cup across all media platforms – TV, radio, . More >
Staying the Course Makes Sense for Marketers During Crises, Study Concludes
The New York Times For those wondering why Toyota Motor continues to advertise during the current crisis over its reputation, a coming study suggests that such a course of action could be superior to inaction. The study, “Advertising Amid Crisis,” is scheduled to be presented on Wednesday, during a session of the 56th annual convention of the Advertising Research Foundation. It is to be presented by Brad Fay, chief operating office at the Keller Fay Group, which specializes in research . More >
137 Million Reasons Why Super Bowl Advertisers Won Big
By now, we all know that the 2010 Super Bowl was the most watched television show in history. Also, many are also aware of the grass roots fan campaign that has sprung up on Facebook helping to secure an upcoming appearance on Saturday Night Live for the 88-year old Betty White, motivated by her Snickers commercial (with Abe Vigoda).But it wasn’t just Betty White or the Snickers commercial that got people buzzing after the Super Bowl. In fact, Super Bowl advertisers as a group enjoyed quite . More >
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