ABX Research and Analysis on Compelling Advertising
Read on to get a competitive edge in creating effective ad.
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,...
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Lessons from Super Bowl 2020 Advertising Effectiveness
This is Michael Wolfe's annual review of TV commercials for Super Bowl 2020 using data from Advertising Benchmark Index or ABX. Wolfe is CEO of Bottom-Line Analytics and a foremost thinker in the realm of market mix modeling. His purpose here is not...
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Poor 2019 Super Bowl Advertising for Female Gender Equality
Last month, we listed the Top Five Super Bowl ads by how women were portrayed, and saw how those who treated women well also impacted their ad effectiveness. We also quoted Jack Neff of AdAge, who wrote that female gender scores...
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Top Five 2019 Super Bowl Ads for Female Gender Equality
Everyone's asking, "how did women do in the Super Bowl ads this year?" "Did they appear empowered?" "Are they shown with respect?" The good news, according to Jack Neff of AdAge, female gender scores did improve a little this year...
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Fast Food Competitive Intelligence: Brand Icons and Ads
Today's feature is re-purposed from the LinkedIn blog of Michael Wolfe, CEO of Bottom-Line Analytics and Global Analytics Partners and expert on marketing ROI, advertising effectiveness measurement and big data analytics. Michael teams up with ABX on market mix modeling and other projects....
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Super Bowl 2016 Ad Likeability vs. Effectiveness
Likability is neither predictive of creative effectiveness nor highly correlated against other key metrics. When we don’t copy-test an ad, we judge the ad based on whether we like it or not. The result is lots of underperforming ads and...
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