Can I Make My Ad Go Viral?

Though the proportion of ads that "go viral" in any meaningful way is small, it is possible to increase your odds of success. We have identified factors that influence the success rate: promotion, support in other media, and specific elements of the creative, including the use of humor, celebrities and edginess. Before implementing a viral strategy, however, you should consider carefully whether such an approach is right for your brand.

How Should Your Brand Capitalize on Social Media?

With the tremendous growth in the use of social media, brands have been wrestling with how best to capitalize on it. However, the way consumers view online social networks means that the normal rules of marketing do not apply; the emphasis needs to be on dialogue and a sense of community. Fan pages can be used to build brand equity, but some pages do this better than others. The nature of social networks is dynamic, and marketers need to recognize that they require active involvement and a willingness to take the good with the bad.

How Should You Take TV Advertising Clutter Into Account?

The level of TV advertising clutter varies greatly by country, and the amount of clutter affects the ability of ads to cut through. The natural response to clutter is to increase the spend behind your ad, but that money might be wasted if thought is not given to how the spend is phased.

Do men and women respond differently to ads?

While at an overall level, men and women give similar ratings to ads, they respond differently to individual ads. Men are more likely to enjoy ads featuring humor, distinctive creative styles, and sexual imagery, while women are more likely to enjoy ads featuring children or a slice of life.

Slogans in Advertising

When well-used and oft-repeated, a slogan can become part of the fabric of a brand. But how do you build a strong connection between slogan and brand? It’s not simply a matter of tacking a slogan onto an ad, because an ad with a slogan isn’t necessarily more effective than an ad without one. A slogan that is merely an endline or sign-off to an ad is unlikely to make a contribution to the success of either the advertising or the brand; the creative must integrate the brand and slogan in such a way that the slogan can strengthen brandling, or have some other effect.

Using Direct Marketing to Build Brand Values

While the primary purpose of direct marketing is the achievement of an immediate and specific response (such as trial, purchase, or inquiry), largescale direct marketing can have other positive effects as well. It can boost awareness and interest and enhance a brand’s image. But direct mail can be ignored, and, worse, have deleterious effects by annoying recipients. So, if the benefits of direct marketing are to be maximized, a number of issues need consideration.

Should My Advertising Stimulate an Emotional Response?

The generation of emotion is crucial for successful marketing. Many brands benefit from an association with positive emotions. However, the fact that the most successful brands tend to have a balanced set of associations and rational strengths should not be ignored.

How to Capitalize on Word of Mouth

Brands can generate a positive buzz about themselves with highly enjoyable and involving marketing activity. But the generation of advocacy is harder and conversations with family and friends are more likely to be influential than other channels. The extent of these conversations varies considerably by category, but, as ever, excellent product quality can lead to recommendations.

What Are the Benefits to a Brand of a Satisfied Customer?

While customer satisfaction is a critical component of brand equity, companies often underdeliver on service. To improve the service element can be costly; often it requires the substantial reorganization of a business. However, if the benefits of doing so can be quantified, such investment may be justified.

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