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Game Plan: Narrative versus Non-narrative in Super Bowl Advertising

G&R research shows that narrative advertising helps Super Bowl advertisers improve the return they earn on their multi-million dollars investment

A recently published study by communications research firm G&R shows that Super Bowl advertising is more effective when it tells a story than when it presents information.

At the broad level, there are two forms of advertising: informative and narrative. Informative ads present the consumer with what the advertiser thinks are well-constructed arguments for purchasing a particular brand and use personal self-interest to mediate response. Narrative ads, on the other hand, use stories to model how consumers can use products and create meaning. They typically include two key elements: chronology, a temporal organization of events with a beginning, middle and an end, and causality, the structuring of story elements that establishes relationships between the elements and allows for causal inference, both presented in an entertaining and engaging way.

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Verba sunt potentes. G&R affiliate Princeton National Surveys introduces a new text analysis service

PNS LogoA new support service offered by G&R’s Princeton National Surveys specializes in the extraction of meaning and sentiment from unstructured textual data. The service uses human coders to provide nuanced interpretation of what people say about brands, companies, values and messages when they respond in polls, customer feedback, social media discussion and other streams of open-ended written commentary.

Using a combination of skilled coders and computer assists, the service helps organizations and individuals who value text-based qualitative data to better categorize and dimensionalize the meaning in those responses than current automated solutions are able to deliver. Our human-intelligence text analytics method offers a cost-effective option for gleaning deeper insights from questionnaires, reviews and social media conversation. The service allows analysts to offload this important but time-consuming function to skilled practitioners so that they have more time to discover stories in data and activate the meaning they uncover.

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G&R Game Changers: Social Media and Super Bowl Advertising

Social Media helps advertisers improve the return they earn on their multi-million dollars investments

Social Media has changed the game for Super Bowl advertisers. A recent study by communications research firm, G&R, shows that social media enables advertisers to multiply the efficiency of their advertising investment by increasing the number of people who see the advertising (reach), the number of times that a person sees the advertising (frequency), and how well an ad registers with a person (ad engagement).

Traditionally, running advertising on the Super Bowl has been for the young and for the strong. New companies looking to get noticed in a hurry and established companies seeking to communicate with large sections of their markets simultaneously have fronted the now $4.5 million per :30 ad costs because of the unique advertising opportunity that the Super Bowl presents. No other advertising venue delivers as large an audience, has more opportunity for water cooler and press replay, and associates the product with such an esteemed event. Plus, viewers pay additional attention to Super Bowl commercials than they do the regular advertisement, as they search for the most entertaining spots and the regrettable but inevitable failures. Continue Reading →

G&R Introduces Mobile Tip-In

In-context, Full-audience, Pre-Test of Mobile Ads

In today’s mobile marketplace, advertisers and agencies face the daunting challenge of using smaller ad formats to engage audiences who have shorter attention spans. Better tools than click-based analyses are needed to understand why people respond as they do to mobile content, how such ads can be improved, and the value the ad has for the brand among (the vast majority of) people who are exposed to it but don’t click on it. Continue Reading →

Giving Super Bowl Advertising a Buzz: Social Media Initiators Influence Super Bowl Advertising Buzz and Buy Advertised Products

Super Bowl watching is a social experience. We watch the game eagerly for its pomp and competitiveness, but also to assemble with friends and family, be part of a community, and engage with others as the show and the advertising unfold. We share food and drink. We talk before during and after the game. And, increasingly, we use social media to broaden our connectedness. The propensity to engage in social media activity influences the Super Bowl viewing experience and how people consume advertising messages. According to new research from G&R, the more actively involved a person is in social media, the more commercials they pay attention to and the more favorable their reaction to them is. Continue Reading →