Innovating in the Digital Era: The Evolving Role of Digital Media on New Product Launches
When considering new launches, the role that advertising plays is consistent: Advertising drives awareness; awareness drives trial; and trial drives volume. It makes sense therefore, that when compared to existing products, new products are more reliant on advertising support to grow.
Become the Brand that People Remember: How to Increase Share of Market in Uncertain Times
Even during a crisis like the novel coronavirus (COVID-19) pandemic, businesses need to consider strategic plans and continue to invest in their brands. Continuing to invest in advertising will help set your company up for success when life eventually settles into a new normal.
The importance of maintaining a cross-media ad strategy through a crisis
The resounding question advertisers are asking right now is if they should advertise. In fact, many advertisers have chosen to reduce their ad volumes and spend. However, this strategy of limiting advertising is not sustainable with coverage COVID-19 here to stay for at least the medium term.
I want to break free! How are COVID ads effectively resonating?
As the media industry navigates COVID-19 and its greatest period of upheaval in modern memory, having the right data to understand if your ad will command consumer attention has never been more critical.
COVID-19: Key questions all marketers should be asking
Staying put is what’s best for reducing the spread of the COVID-19, but home bound consumers are having an immediate impact on brands. Marketers now have to reduce spending while continuing to engage buyers. How can businesses support their brands and make money in such uncharted waters?