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| When CPG brands get digital Edité par : Comscore Catégorie : Commerce et économie: Marketing et publicité: E-pub "This paper provides an analysis of recent U.S. copy-testing studies focused on CPG brands. It helps to begin to answer some critical questions that leading CPG marketers are asking, such as: How can digital copy-testing help me to optimize future campaigns, and to what extent does pre-testing improve my overall ROI? What creative elements are most important to include in my digital campaigns? Which elements yield the strongest sales impact? How can I best communicate messages about price and promotion, and how does this differ from branding messaging?" | |
| When money moves to digital, where should it go? Edité par : Comscore Catégorie : Commerce et économie: Marketing et publicité: E-pub "Online display advertising continues to increase as a percentage of the overall marketing mix, and as quickly as advertising dollars are moving online, so is the availability of new media-placement strategies. From audience targeting to contextual buys and from retargeting to efficiency or premium buys, there are many placement options that media planners must now consider. The availability of these strategies, leaves many asking, “What media-placement strategy or combination of strategies should I be using to achieve my specific campaign objectives?”" | |
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