Mobile devices: Kids know what they want but are parents buying?
Editor’s note: Jeri Smith is president and CEO of Communicus Inc., a Tucson, Ariz., research firm. Despite questions about the potentially negative aspects of electronics usage among children and...
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How your brand can leverage competitor ads this holiday season
Editor’s note: Jeri Smith is president and CEO of Communicus Inc., a Tucson, Ariz., research firm. It’s the most wonderful time of the year. It’s just coming a bit earlier and lasting longer than...
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Connecting consumer preconceptions and advertising engagement
Editor’s note: Jeri Smith is president and CEO of Communicus Inc., a Tucson, Ariz., research firm. Why is it that some individuals choose to engage with a particular ad while others ignore it all...
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Understanding how word-of-mouth marketing builds brands
Editor’s note: Jeri Smith is president and CEO of Communicus Inc., a Tucson, Ariz., research firm. As consumers increasingly opt out of traditional advertising, the role of word of mouth in building...
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Super Bowl advertising success
Editor’s note: Jeri Smith is president and CEO of Communicus Inc., a Tucson, Ariz., research firm. The annual frenzy over Super Bowl advertising began early, with CBS announcing back in early November...
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Advertising effectiveness: exposure vs. engagement
Editor’s note: Jeri Smith is president and CEO of Communicus Inc., a Tucson, Ariz., research firm. As advertisers struggle with the challenges of cross-platform advertising measurement, the focus for...
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New ad campaign? Speculation is no substitute for solid consumer research
Editor’s note: Jeri Smith is president and CEO of Communicus Inc., a Tucson, Ariz., research firm. For advertisers who spend tens or hundreds of millions of dollars on ad campaigns, the first few...
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