The fast-food industry is waging a chicken sandwich war. Bud Light and Coors Light are embroiled in “corngate.” And Kind and Cliff keep trading shots in a snack-bar skirmish over whose ingredients are healthier. These are among the many brand battles raging in what has become a feisty, attack-ridden marketing environment. While comparative advertising is a tried-and-true tactic, more brands are going at each other’s throats in an attempt to stand out in the increasingly cluttered media environment. Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management, suggests marketers are merely part of a larger cultural shift toward more aggressive behavior, including in the political arena. “Our country has become so polarized and so harsh,” he says, which also “affects how brands market themselves.” Whether the marketing attacks are effective has a lot to do with how they are handled. “Consumers say they don’t like comparative or negative ads, but nevertheless they do work,” says Kit Yarrow, a consumer psychologist who studies younger generations. “Generally, the percentage of people who are turned off by a comparative ad is about equal to the percentage who are positively influenced. There are so many caveats, though.” Below, the do’s and don’ts of comparative advertising: Be careful when punching down Traditionally, comparison ads work best when the little guy goes after the big guy. Remember the Pepsi Challenge? Or Apple’s classic Mac... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-09-10 07:00:00 UTC ]
Welcome to Day Four of Ad Age’s Cannes Today newsletter. Reading online and want it delivered straight to your inbox? Sign up here. For real-time updates, follow our live blog. And see all our coverage here. Click here for a recap of Day Three. AI overload As everyone knows, unless you are... Continue reading at Advertising Age
[ Advertising Age | 2023-06-22 19:48:12 UTC ]
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Cross-industry initiative outlines scoring process and streaming data service roadmap. Continue reading at Advertising Age
[ Advertising Age | 2023-06-22 07:00:00 UTC ]
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Welcome to Day Two of Ad Age’s Cannes Today newsletter. Reading this online and want it delivered straight to your inbox? Sign up here. For real-time updates, follow our live blog. And see all our coverage here. Plus, click here for a recap of Day One. Twitter is beachless but bullish and Meta... Continue reading at Advertising Age
[ Advertising Age | 2023-06-20 20:38:54 UTC ]
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The rise of streaming television has threatened to dethrone Nielsen as the standard-bearer for how every single agency and advertiser measured a TV campaign — creating an even playing field for all parties involved. Now, there are too many new players — such as Samba TV, VideoAmp, Comcore and... Continue reading at Digiday
[ Digiday | 2023-06-20 13:41:01 UTC ]
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Disney, Warner Bros. Discovery and Mediahub among early users of the integrated data from Nielsen and EDO. Continue reading at Advertising Age
[ Advertising Age | 2023-06-20 09:00:00 UTC ]
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A new report from Group Black and Nielsen reveals Black creators have larger and more engaged followings than their non-Black peers. Continue reading at Advertising Age
[ Advertising Age | 2023-06-13 14:00:00 UTC ]
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Agency expects more trading on new currencies this year after disappointment in last year's upfront. Continue reading at Advertising Age
[ Advertising Age | 2023-05-24 13:00:00 UTC ]
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Nielsen and iSpot.tv also have integrations as YouTube rounds out measurement options. Continue reading at Advertising Age
[ Advertising Age | 2023-05-17 10:00:00 UTC ]
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Digiday's survey found that Comscore and Nielsen will be the dominant measurement providers during this year's NewFronts and upfronts. More than half of publishers said they will accommodate Comscore this year, and nearly half said they will accommodate Nielsen. Continue reading at Digiday
[ Digiday | 2023-05-05 04:01:00 UTC ]
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A Nielsen report finds that sales of print books in 10 countries totaled 614 million copies last year, level with 2021 sales. Continue reading at Publishers Weekly
[ Publishers Weekly | 2023-05-05 04:00:00 UTC ]
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We all have our favorite TV shows, and it seems every year there's a new hit series to add to our watchlist. What do these trends mean, especially to marketers? For decades, Nielsen was the place where advertisers and marketers could turn to better connect with their audiences by understanding... Continue reading at AdWeek
[ AdWeek | 2023-05-02 20:53:41 UTC ]
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Measurement's biggest player will not participate in the industry's latest effort to enable multiple currencies. The Joint Industry Committee (JIC)--formed earlier this year by OpenAP, along with a working committee of media agencies, premium video programmers, streaming platforms and trade... Continue reading at AdWeek
[ AdWeek | 2023-04-25 14:14:53 UTC ]
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The Booker Prize Foundation reveals a Nielsen study's data on consumers of translated fiction in the United Kingdom. The post London Book Fair: New Data on UK Readers of Translated Fiction appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2023-04-19 03:19:31 UTC ]
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Just a few short weeks after Nielsen CEO David Kenny told Adweek the company was "making real progress" on earning back its accreditation status, the Media Rating Council lifted its suspension imposed in 2021. Top line The MRC first stripped Nielsen's accreditation of its national ratings in... Continue reading at AdWeek
[ AdWeek | 2023-04-17 15:00:00 UTC ]
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It's been a rocky few years for Nielsen following the loss of its third-party accreditation in late 2021. Though the Media Rating Council (MRC) confirmed late last year that the measurement company's status remained suspended, Nielsen has been working hard to earn back trust from buyers and... Continue reading at AdWeek
[ AdWeek | 2023-04-10 20:00:00 UTC ]
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Nielsen and rivals are challenged by homes that only stream to mobile devices, which are growing fast but not included in big data sets. Continue reading at Advertising Age
[ Advertising Age | 2023-03-27 14:00:00 UTC ]
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WPP outfit merged with the UK's biggest media agency Mediacom earlier this year. Continue reading at Media Week
[ Media Week | 2023-03-26 21:50:25 UTC ]
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This year’s Nielsen table shows 12 months of growth among the UK’s leading creative agencies, albeit on a smaller scale than in 2021 and not spread evenly across the board Continue reading at Media Week
[ Media Week | 2023-03-23 14:34:42 UTC ]
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In 2022, Nielsen BookData saw a 10-percent fall in ebook volumes in the UK, and a 3-percent drop in print. Audiobooks' growth slowed. The post Nielsen BookData 2022: A ‘Slight Decline’ in UK Book Sales appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2023-03-22 12:42:13 UTC ]
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Streaming promised us a world without cable contracts and the satisfaction of only paying for what we actually wanted to watch. But at what cost? Cutting the cord typically means you don’t get to watch local channels, live sports or certain “cable only” networks. If you want to get back some of... Continue reading at Engadget
[ Engadget | 2023-03-21 13:30:00 UTC ]
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