Staying the Course Makes Sense for Marketers During Crises, Study Concludes
by Stuart Elliott, March 22, 2010The 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 . More >
137 Million Reasons Why Super Bowl Advertisers Won Big
by Ed Keller, March 3, 2010By 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, . More >
An Olympic Victory for “Shutter Island”
by Bill Carter, February 27, 2010The New York Times Most of the big winners from the Vancouver Olympics are easy to point out: Lindsey Vonn, Bode Miller, Shani Davis, Evan Lysacek, Leonardo DiCaprio. O.K., maybe Leo is not quite as obvious, but in terms of who benefited the most from NBC’s coverage of the Games, the actor’s name definitely belongs in there, because he set a personal record. His film, “Shutter Island” posted the best opening-week box office gross of . More >
Vancouver Olympics Coverage is Stimulating Millions of Conversations about Advertisers’ Brands
by Ed Keller, February 24, 2010What a month it’s been for televised sports spectaculars. First, the Super Bowl broke the record for the largest television audience ever. And now, the Winter Olympics are proving to be a ratings bonanza as well, helping to knock American Idol off its ratings perch for the first time since 2004. Beyond the game itself, the Super Bowl brings with it an annual flurry of water cooler discussion and professional reviews of the advertising winners . More >
Like Ratings, Olympics Brands See Golden Numbers with Viewers, Consumers
February 23, 2010NY Sports Journalism Not only are people watching the Winter Olympics on NBC and its affiliate networks, they also are talking about the brands they are seeing on TV via commercials, signage and athlete sponsorship deals. And even better for brands, two-thirds of consumers are talking about brands in a positive way. After the first five days of the Games in Vancouver, an average of 3 million more people are talking about each advertiser, compared . More >
Keller Fay Partners with IPA Touchpoints in UK
February 18, 2010Institute for Practitioners in Advertising January and February are proving to be very hard going, however, yesterday, on a rare day of sunshine, the IPA hosted a presentation on Word of Mouth which detailed how positive this is for the whole communications business. The presentation was given by Ed Keller of Keller Fay, an expert on Word of Mouth from the US, who shared some of his work and findings with a packed house. There was good news . More >
The Listening Playbook: Q&A with the ARF’s Steve Rappaport
by Ed Keller, February 17, 2010“Listening is hip,” declares The ARF Listening Playbook. It “changes the game for brands and people.” Recently I conducted a Q&A session with the book’s author, Steve Rappaport, ARF Knowledge Solutions Director, who was also the lead author of the 2007 book, The Online Advertising Playbook. (Disclosure: I am on the ARF Board.) Q: Why this book, why now? A: Interest in listening has crossed an inflection point, from curiosity . More >
Best Practices in Word of Mouth and Social Media: WOMMA
February 16, 2010Promo Magazine At the Word of Mouth Marketing Association (WOMMA), where I serve on the board, we are keenly aware that a new premium is being put on research that can help marketers to prove the impact and business outcomes associated with investment in social media and word-of-mouth marketing. To help our members and other marketers, WOMMA recently compiled and published a Measurement and Metrics Best Practices Guidebook. It is an educational . More >
Keller Fay Study Finds Vancouver Olympics Coverage is Stimulating Millions of Conversations about Advertisers’ Brands
February 13, 2010- On Average, 3 Million More People Talking about Each Advertiser after First Five Days of Olympics Coverage - New Brunswick, NJ, February 23, 2010 – The Keller Fay Group today released initial results from a survey of American consumers to assess the impact of Olympics advertising on consumer word of mouth about brands. Five days into the Olympics, the study projected an average of 3 million more people talking about each advertiser compared . More >
Super Bowl Sunday – What Drives Word of Mouth Success for Advertisers?
by Ed Keller, February 4, 2010Super Bowl Sunday is upon us. The NFL got the match-up it wanted, with the top team in each conference facing off. CBS has announced that advertising inventory is now fully sold out at rates reported to be as high as $3 million per 30-second ad. All that is left is to sit back and enjoy the game, unless you are an advertiser, in which case you also need to evaluate the impact of your investment. For the 4th consecutive year, we at the Keller . More >
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