Ace Insights
How Consumers Process Advertising Campaigns
From economic behaviors to medical and political opinions, studies have repeatedly demonstrated that human information processing is full of errors and biases. Might reactions to advertising be subject to the same kind of errors and biases?
Surprisingly little research has been conducted regarding that question despite the considerable number of market research projects focused on measuring advertising effectiveness. What makes advertising work remains poorly understood.
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Toyota Automotive Recall Advertising Analysis
Immediately after Toyota announced their largest recall ever, Ace Metrix™ launched a study to gauge consumer's reaction and the effectiveness of their advertising.
Our goal was to assess the recall's impact on consumer's perception of Toyota, the effectiveness of the ad creative, and the implications for the Auto Industry in general.
Click here to view the video "Toyota Automotive Recall Advertising Analysis"
Previous Articles
August 10, 2009
Preventing Wear-Out Of A Novel Creative Idea: Toyota Prius vs. Palm Pre
Written by JuYoung Lee, Ph.D.To break through the ad clutter, agencies are always in search of a new creative format or style. Iconic, recognizable examples include Apple iPod's black silhouettes, Geico's cavemen, Budweiser's frogs, E*Trade's babies, and Charles Schwab's recent venture into rotoscope animation.
More recently, both Palm Pre's “creepy woman” and Toyota Prius' "flower people" represent the advertising industry's pursuit of novelty in creative style.
Which one will have the staying power and which will wear out fast ? What makes a novel advertising idea an enduring icon and why ? What can agencies do to prevent their novel, unique idea from wearing out before it has a chance to flourish ?
Click here to read "Preventing Wear-Out Of A Novel Creative Idea: Toyota Prius vs Palm Pre"
June 15, 2009
The Impact of TV Advertising on Awareness, Online Search and Sales
Faced with an unprecedented number of media choices, today’s marketers are asking, “How much of my budget should I spend on traditional advertising, especially TV?” This…
May 15, 2009
The Conspiracy in Advertising
The Vast Right-Wing Conspiracy in Advertising According to Ad Age, more and more marketers are opting for attack ads during these difficult times. “Attack ads are getting sharper,…