Social Media Archives - ABX

ABX Research and Analysis on Compelling Advertising

Read on to get a competitive edge in creating effective ad.

Influencer Marketing vs Traditional Advertising

Comparing Influencer Marketing with Traditional Advertising

Influencer marketing enables businesses to collaborate with individuals active in social media to increase brand exposure and drive sales. It is about activating a person with a large following to publish social media content promoting the advertiser’s products or services.

Advertising Effectiveness Is Greatly Affected By Non-Paid Media

It began on April 1, 2023, when AB InBev hired several TikTok and Instagram celebrities to promote Bud Light. One was transgender influencer Dylan Mulvaney, who had 10MM followers at the time. A Bud Light boycott followed with the ferocity...

Nike and United Airlines: A Paid, Owned and Earned Media Tale

Today's post looks at two case studies in integrated marketing communications - how paid and non-paid media interact in two major scandals - one with Nike and the other with United Airlines. The post is reprinted with permission from the Institute for Public Relations,...

Advertising Effectiveness for McDonald’s: Hashbrowns or Hashtags?

Does Social Media Integrations Always Produce Higher Advertising Effectiveness Scores? Breakfast All Day advertising scores were strong enough to help McDonald’s creative effectiveness make a comeback! While these scores were higher, they also showed considerable variation due to creative differences. ...