Intent-based Targeting and the evolving Search & Social Advertising Model 12

Dec

3

2012

Targeting techniques differ radically between social advertising and search advertising. Sure, both advertising platforms are based on a cost-per-click (CPC) / cost-per-impression (CPM) model. But where, or why, they differ is the way targeting traditionally works on the two ads platform. Since, in determining the effectivness of a PPC campaign, one typically measures the click-through ...
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Challenger Brand strategy (Part III – Beware of cheaper coffee) 1

Nov

16

2012

Howard Schultz didn’t mind a little provocation — the same way he didn’t mind a little controversy in his interview with CNBC that took place in February 2009 — in his rebuttal to competitors’ crossing line into his territory. Led by CEO Howard Schultz, Starbucks launched a series of advertisements targeted at their rivaling competitor ...
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Big Hands Advertising Campaign: Know Thy Audience 2

Oct

17

2012

In 2006, a lingerie manufacturer ran a series of advertisements promoting their push-up bra. Hardly anything new, except that the lingerie company — long known for their notoriously creative (and historically award-winning) advertisement — decided to add a different twist with their advertising strategy for its range of push-up bras. What did the lingerie manufacturer ...
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The Economist: Advertising or Ego Satisfaction?

Oct

9

2012

All of us have a very peculiar taste when it comes to the consumption of advertisements. Sure, a big majority of us like it simple and direct. But there’s a different group in the society that are just more inclined to be entertained by clever, witty adverts. Adverts that feel as if it’s written for ...
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