Knowledge Points

How do I Use Online Video Effectively in My Campaign?
Paid online video is growing rapidly as an effective marketing tool. One of its key strengths is in generating reach among light TV viewers. But in planning the online video component of a campaign, it’s important to realize that the online setting is very different than the TV setting, and there are new considerations. Whether to use repurposed TV ads or original material will depend on your objectives: While successful online video ads share some characteristics with successful TV ads, in other respects they are very different.
How Should Voiceovers Be Used in Ads?
Voiceovers are commonly used in ads across the world, and they seem to aid the communication of factual messages. However, voiceovers are less commonly associated with distinctive ads, and continuous voiceovers can result in lower engagement. Additionally, the manner in which a voiceover ties in with an ad’s visual content is critical: When voiceovers and visuals compete, the voiceover message can get lost.
Advertising
Do TV Ads “Wear Out”?
Broadly speaking, the response generated by a TV ad doesn’t change much over time. True “wearout” of a TV ad is rare, and many TV ads could have a longer useful life than advertisers realize.
Advertising
Marketing in Uncertain Times
In times of economic uncertainty, marketers tend to shift their focus from long-term strategy to short-term sales. However, lessons from recent recessions provide powerful arguments for maintaining a longer-term view, even in the face of pressure to cut advertising in favor of promotions. Marketers who resist this pressure and use their budgets effectively and creatively will find that their brands emerge from the tough times in good competitive shape.
Advertising
Can I Make My Ad Go Viral?
Though the proportion of ads that "go viral" in any meaningful way is small, it is possible to increase your odds of success. We have identified factors that influence the success rate: promotion, support in other media, and specific elements of the creative, including the use of humor, celebrities and edginess. Before implementing a viral strategy, however, you should consider carefully whether such an approach is right for your brand.
Brands
How Should Your Brand Capitalize on Social Media?
With the tremendous growth in the use of social media, brands have been wrestling with how best to capitalize on it. However, the way consumers view online social networks means that the normal rules of marketing do not apply; the emphasis needs to be on dialogue and a sense of community. Fan pages can be used to build brand equity, but some pages do this better than others. The nature of social networks is dynamic, and marketers need to recognize that they require active involvement and a willingness to take the good with the bad.
Advertising
How Should You Take TV Advertising Clutter Into Account?
The level of TV advertising clutter varies greatly by country, and the amount of clutter affects the ability of ads to cut through. The natural response to clutter is to increase the spend behind your ad, but that money might be wasted if thought is not given to how the spend is phased.
Advertising
Do men and women respond differently to ads?
While at an overall level, men and women give similar ratings to ads, they respond differently to individual ads. Men are more likely to enjoy ads featuring humor, distinctive creative styles, and sexual imagery, while women are more likely to enjoy ads featuring children or a slice of life.
Advertising
Slogans in Advertising
When well-used and oft-repeated, a slogan can become part of the fabric of a brand. But how do you build a strong connection between slogan and brand? It’s not simply a matter of tacking a slogan onto an ad, because an ad with a slogan isn’t necessarily more effective than an ad without one. A slogan that is merely an endline or sign-off to an ad is unlikely to make a contribution to the success of either the advertising or the brand; the creative must integrate the brand and slogan in such a way that the slogan can strengthen brandling, or have some other effect.
Brands
Using Direct Marketing to Build Brand Values
While the primary purpose of direct marketing is the achievement of an immediate and specific response (such as trial, purchase, or inquiry), largescale direct marketing can have other positive effects as well. It can boost awareness and interest and enhance a brand’s image. But direct mail can be ignored, and, worse, have deleterious effects by annoying recipients. So, if the benefits of direct marketing are to be maximized, a number of issues need consideration.
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