ABX Research and Analysis on Compelling Advertising
Read on to get a competitive edge in creating effective ad.
Advertising Effectiveness by TV Spot Length
Special Guest Michael Wolfe, CEO of Bottom-Line Analytics, repurposes his recent article on advertising effectiveness through the efficacy of different Television spot lengths. If you've followed the ABX Advisory, you've seen a number of articles from Michael utilizing his vast talents...
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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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Best Retail Advertising in 2019
As the Holidays approach, thoughts turn to retail. It's a perfect time to see how various department stores, fashion stores and online retailers have done in advertising effectiveness over the last 12 months. Some retailers, like Kohl's, have consistently good...
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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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Competitive Intelligence for Fast Food: Subway’s New Ad Look
Subway’s back, with gusto! Of ABX’s Top Ads of the Previous Week, Subway scored #1 in three of the five media types tested by ABX each week – Television, Internet and Out-of-Home. Relating to its slogan, “Founded on Fresh,” the highly effective...
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Advertising Effectiveness for McDonalds: 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. ...
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Creative Effectiveness in TV or Print for Battery Ads?
Creative Effectiveness in TV or Print for Battery Ads is about equal. Or, at least it is in the two battery ads below. They score exactly the same in the ABX Index! See how Energizer and Duracell battle it out. ...
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Olive Garden’s Advertising Creative Effectiveness is High in All Media Types
Olive Garden's Advertising Creative Effectiveness is High in All Media Types Olive Garden is putting its creative agency account into review. Grey, which had the account for 30+ years, tried to defend the business. The client was looking for a more "creative"...
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