Marketing

iProspect released their fourth annual whitepaper, 2019 Future Focus: Searching for Trust, built to help marketers navigate and master the notions of truth and authenticity in the hyper-sensitive global media landscape today. The report predicts that those businesses grounded in credibility, relevance and reliability across all their marketing channels will see trust at the very foundation for their success in the digital economy.  

The new report finds that fast food, candy, sugary drinks, and unhealthy snacks represented 86 percent of food ad spending on Black-targeted TV programming, where Black consumers comprise the majority of viewers, and 82 percent of ad spending on Spanish-language TV, in 2017. According to researchers, food companies spent almost $11 billion in total TV advertising in 2017, including $1.1 billion on advertising in Black-targeted and Spanish-language TV programming.

Chapter Two:  Hispanic Americans - There have been Hispanics living in the present-day United States since the Spanish started roaming around Florida looking for the Fountain of Youth. But it was the 1980 Census that led some white Americans to wonder whether the country was “browning.” The Census made headlines when it proclaimed that there were 14.6 million Hispanics living in the U.S., an increase of over 50 percent from 1970. By 1990, the number, largely driven by immigration, had increased to 22.4 million. Headlines were made again, big time, when the 2000 Census showed that there were 35.3 million, meaning that Hispanics had surpassed African Americans as the largest minority in the country. In 2018, that number was more than 60 million, over 18 percent of the U.S. population. The number of Hispanics in the U.S. is expected to grow to 106 million by 2050, at which time Hispanics will make up nearly 30 percent of the population.  By David Morse / New America Dimensions

Advertisers across industries share a common challenge: how to know which marketing activities are actually driving profit and which are wasting spend.  One way to answer these questions is a measurement approach called marketing mix modeling. Marketing mix modeling calculates the total effect that every marketing channel and its key dimensions, such as product and geography, have on sales and other performance metrics, while controlling for exogenous factors such as weather and seasonality that impact business performance.

In this video, Keith Reinhard, Chairman Emeritus, DDB, states, “We over-appreciate data and under-appreciate data”, and he is right. We tend to over-appreciate the data which tells us what people do, and under-appreciate the data that tells us why they do it.  by Nigel Hollis

To really understand the attitudinal power of brands we need to look beyond the absolute scores and instead examine relative strengths and weaknesses. If more people say good things about a brand than claim to use it then that difference represents an opportunity to grow, provided that association has a positive relationship with business outcomes.  by Nigel Hollis

In its definitive CMO tenure report, Winmo finds that female CMOs, which make up about 42 percent of tenures across industries, rotate up and out of roles five months sooner than their male counterparts (37.5 months vs. 43 months).