The changing face of advertising in the rise of social networks

The invention of each media over time delivered new context that required advanced creativity and production techniques to fully take advantage of the opportunities. Snapchat’s IPO symbolizes a new frontier in audience engagement.… Read More The changing face of advertising in the rise of social networks

Celebrity endorsements are costly but with good return-on-investment

One of the things about highly competitive market segments is that brands tend to use the concept of ‘monkey see, monkey do’, in that they follow similar strategies for visibility, brand appeal and sales. The incremental one percent in advertising share doesn’t shift the needle even though it represents a substantial investment. To drive differentiation,… Read More Celebrity endorsements are costly but with good return-on-investment