Big sporting events represent an incredible opportunity for advertisers to promote and build their brands. With this February's Super Bowl now on the books, which ads were winners, which ads failed to score and what are the lessons for advertisers?
There are few brands for which 2009 will be hailed as a classic year and many are now looking at Christmas as a final opportunity to salvage something from the economic wreck of the past 12 months. But it is clear that the majority of retailers and marketers will inevitably feel the effects of the economic crisis this Christmas.
Jamie Robertson, Director for Ipsos ASI, focuses on how brands can use research to help approach the right choice of sports and evaluate whether it is a worthwhile investment for them.
Times are tough. Resources are tight. In this economy, marketers are under increasing pressure to do more with less. Scrutinizing your advertising--and advertising research budget--invariably leads to discussions around multinational ad transferability. Before you make a decision to extend or adjust, consider these strategies to ensure that transferability isn't just possible -but probable.
There is something peculiarly British about a relaunch. It may well be because as a nation we are increasingly (and proudly) fickle, one minute booing the thing we will then fast-track to sainthood - witness the tabloid press and the Great British
Public over Michael Jackson or Princess Diana.
