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Politics, Bank Ads, and fEMG: How Good People Differ

Much has been written about the different demographics and views that Clinton and Trump supporters hold of our changing nation. Add to that now an indication that Clinton and Trump supporters may also differ in how they process messaging. In a new study, Trump supporters showed higher levels of positive emotional response and lower levels […]

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Advertising Effectiveness: Problem #30

Problem: Settling for Engagement. As media choices grow, engagement has received interest as a metric for elevating cross-media assessment. All eyeballs are not equal and some media channels, particularly digital ones, assert they are better than others at delivering eyeballs that matter more to a particular brand. Engagement focuses on the qualitative side of communication […]

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Advertising Effectiveness: Problem #12

Marketing ROI calculations often measure activities such as sales, inquires, and clicks to gauge the effectiveness of a program. The strength is that these measure what someone actually does, as opposed to what he or she says they will do. However, activities, even ones as concrete as sales, are short-term behaviors; what someone does today […]

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