Touchdown for Super Bowl Automotive Ads? [2012 Edition]

in Automotive by Lincoln Merrihew ? March 20, 2012 at 2:39 pm | 0 comments

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Image from: ABC News

The 2012 Super Bowl has come and gone and as typical the game?s ads seemed to get as much attention as the game itself, fueled by executives touting their companies? presence and ad snippets ?leaked? in advance.? Again in 2012, many advertisers were automakers.? Compete compared un-aided ad recollection with changes in in-market automotive shopper volume to inform whether these ads were productive in driving near-term new vehicle demand.? [This analysis compliments Compete?s earlier week-by-week assessment of changes in consumer behavior.]

First Down: Recollection

Compete asked 644 online consumers which auto brand first came to mind when thinking about the 2012 Super Bowl.? Respondents could choose any brand.? Of those that watched the game, one in five recalled seeing a Chevrolet ad; Chevrolet was #1 in 2011 as well (see 2011 analysis).? Chrysler?s change from Eminem to Clint Eastwood preserved its #2 rank.? Ford and Volkswagen changed spots for 2012; VW?s reveal of its famous Darth Vader spot in 2011 (11% recollection) was evidently more memorable than 2012?s follow-up (8%).? Ford did not advertise in 2012 but was referenced in Chevrolet?s Apocalypse spot and related fall-out.

Second Down: Changes in Recollection

Some brands returned to Super Bowl advertising in 2012 to recapture 2011 glory, while others were new.? Some built on last year?s themes; some tried something new.? There was no one successful formula as Chrysler, Acura and Honda had the greatest y-o-y gains in recollection.? Chrysler?s Clint Eastwood spot built on the theme of its 2011 ads.? Acura?s use of Jerry Seinfeld and a Jay Leno cameo was new for 2012.? Honda tried something new with the cute and quirky CR-V spot.

Third Down: Changes in Recollection vs. Changes in SMI

To connect stated recollection and actions, Compete compared 2012 top-10 ad recollection with m-o-m changes in those brands? Share of Market Interest (SMI).? SMI represents the share of all in-market shoppers market-wide that shopped a brand.? Those calculations leverage Compete?s patented data and normalization process and are based on consumers actively engaged with specific vehicles.? Results avoid false positives associated with double-counting consumers. ?A positive correlation suggests that recollection directly influences in-market shopper activity.

While recollection levels were generally similar 2012 vs. 2011, resulting consumer behaviors were not.? In 2011, greater recollection generally resulted in a greater SMI.? In 2012, the opposite was true and the highest recollection levels did not guarantee higher SMI gains.? Arguably Hyundai did the best in that its SMI was the greatest relative to its recollection.

Fourth Down: The Rest of the Story

Football is a dynamic game year to year and the ability of Super Bowl ads to drive behavior looks to be as well.? But before we write off Super Bowl ads as unproductive, more investigation is warranted:

• Determine the Super Bowl?s automotive share of voice in February 2012 vs. 2011 (i.e., it?s share of all automotive ad spend in the month) and the total number of automotive ads vying? for consumers? attention (i.e., clutter)
  • Auto advertising in 2012 is up notably over 2011 levels; as such 2012 Super Bowl ad spend may have had a smaller share of the total
• Identify each brand?s share of ad spend allocated to the Super Bowl
  • For example, Honda?s total February ad spend may have been significant given overall support for the CR-V launch
• Quantify non-immediate impacts of Super Bowl ads
  • Latency can be quantified by more efficient ads in the months after the game vs. before, measuring efficiency as cost per shopper
• Reveal the impacts of ancillary exposures to Super Bowl ads, such as views on YouTube or Likes on Facebook as SMI changed.? ?For example, Acura?s Seinfeld NSX ad had 18 millions views at the time this analysis was completed
• Determine the magnitude of any spill-over impacts, such as whether Chevrolet?s mention of Ford in its ads actually drove shopping of Fords.

About Lincoln Merrihew: Lincoln Merrihew is the Managing Director of Automotive and Travel at Compete. At Compete, Lincoln is responsible for steering the Transportation Team, which encompasses automotive and travel. Before Lincoln joined the Compete Team he worked at TNS Custom leading the Automotive team, and then continued on there to lead business development for 10 different industry verticals. Lincoln's career aspiration is to create game-changing solutions and insights. Connect with Lincoln on LinkedIn at http://www.linkedin.com/profile/view?id=2482634&trk=tab_pro

Tags: acura Audi car ads car commercials chevrolet featured Ford Hyundai Kia Super Bowl Super Bowl Ads Toyota volkswagen

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Source: http://blog.compete.com/2012/03/20/touchdown-for-super-bowl-automotive-ads-2012-edition/

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Ascertain that the contractors that you are thinking about using for your home improvement projects have the proper state licensing. You can easily find out this information by looking at your state government?s website or by calling them. If a contractor does not have the proper licensing, he either did something to cause him to lose his license or is a scam artist.

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When working on a home project that involves heavy lifting, having the proper safety equipment is important. Invest in a good back support, safety goggles, steel-toed shoes, gloves and a helmet.

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Heating your tile floors is a great addition for not much money. If the flooring is being replaced anyway and you?re thinking about adding tile, you should discuss the possibility of adding radiant heat with a sales person. You will enjoy the warmth under your feet when you step out of the shower. Future buyers are sure to be impressed by this luxurious feature.

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Always remember, approach each new project with a fresh mind, work on a step-by-step basis, and don?t be afraid to break out of your comfort zone by trying something new. You should be able to do it if another person can. Preparing yourself with good advice, such as this article?s, is a great way to boost your confidence and improve your odds of success.

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This entry was posted on Monday, March 19th, 2012 at 1:39 pm and is filed under home improvement. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

Source: http://bathroomcabinet.blogbiz.us/increase-the-value-of-your-home-through-home-improvement/

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Mira Sucharov: Can Judaism Survive With Atheism in Its Midst?

Most communities have so-called truths which give rise to standards of behavior. Over time, some ideas get replaced by others, but a core set of beliefs often remains. Within Judaism -- where debate is encouraged -- how far can one go in advancing one's own values or convictions until one is out of the intellectual or spiritual fold?

On a recent evening, I came across a 1987 ruling by the Conservative movement's Committee on Jewish Law and Standards (CJLS), the body that issues teshuvot (responsa) from which rabbis can draw for guidance. Written by Rabbi David H. Lincoln, the committee voted unanimously that an "avowed atheist" should be barred from serving as a prayer leader. As someone who had been a finalist in Moment Magazine's "Elephant in the Room" essay contest on "Godless Judaism," I stopped short. I wondered if I would be turfed from the roster of lay leaders who serve as occasional prayer leaders at my synagogue, and for which I've spent months training over the past few years.

But what I puzzled over more generally, was whether Judaic standards are merely prescriptive, or whether they are meant to describe communities as they are. How many of my fellow worshippers might actually feel similarly to me but hadn't bothered putting their cosmology to pen and paper?

I soon learned that a rabbinical student at the Ziegler School of Rabbinic Studies had written a follow-up to Lincoln's teshuva for Rabbi Elliot Dorff's class on Conservative Judaism. A podcast reveals a provocative conversation between Matt Shapiro (who agreed with Lincoln's conclusions but issued a much broader explanatory discussion), his fellow students and Reb Mimi Feigelson. A Hasid in her spiritual approach, Reb Mimi, as she is known, disagreed with Shapiro's conclusions. An atheist who nevertheless wishes to be a prayer leader shows "honesty" and "courage," she argued.

I recently spoke to Shapiro directly. If belief in God "is at the heart of Judaism," as he put it to me, how can we negotiate between personal and communal values and convictions (including belief -- or not -- in God) on one hand, and collective norms and standards on the other? I asked him.

"At the seminary, our personal values are recognized as having tremendous importance, as is the tradition. The dance between the two is what makes up the heart of Conservative Judaism," Shapiro said.

He added, "I wouldn't be becoming a rabbi if I didn't think the text was important, but I also cannot deny my personal convictions in terms of equality, freedom and general openness in society. Those are foundational values."

Shapiro wrote his thesis on Hans-Georg Gadamer, a pioneer of the hermeneutic method, where the reader is meant to engage in a direct conversation with the text. It seems to me this approach will no doubt serve Shapiro well as he shifts into his professional rabbinic career, especially in light of contemporary values discussions, whether or not the question of faith per se is at the forefront of those debates.

One such issue that has lately come into sharp focus concerns GLBT inclusion. A 2006 CJLS ruling created a significant opening for public congregational gay and lesbian life. Almost six years later, the authors of the original paper are drafting a same-sex marriage ceremony which is expected to be voted on in late May.

I spoke with Rabbi Aaron Alexander, an associate dean at Ziegler who is also a member of the CJLS. Alexander has performed same-sex marriages using a ceremony he wrote with Rabbi Elianna Yolkut and is looking forward to seeing the final draft of the version when it comes before the committee.

"Halakha is so much more than a set of laws. It is the dynamic interaction between God, history, sacred text, authority, narrative and living people." Alexander explained. "I think that at its very core, what Jewish law wants to do is to uplift humanity and dignity, not to subvert it."

Alexander had been recently part of a landmark deliberation: allowing deaf Jews to sign the chanting of the Torah. "I was moved watching [the ruling] happen."

Many rabbi-scholars like Rabbi Bradley Shavit Artson, who advocates Process Theology, or Rabbi Arthur Green, who advances what he calls "radical Judaism," are succeeding in broadening the contemporary debate around conceptions of God. But particularly in an age where debate around Godlessness is coming squarely into the mainstream of Western thought, I don't think the question of belief is going to be settled anytime soon. And it may not need to be.

As interesting as issues surrounding faith are intellectually, and as important as they may be to private experiences of spirituality, values surrounding human dignity -- and particularly the role of those who have long been excluded from Judaic life -- might be those we need to focus on in setting community standards, while bracketing private issues of faith commitments.

If we want to make sure our communities are healthy, robust and inclusive -- and are able to withstand the test of time as the world comes to shed many of the prejudices of the past while continuing to open itself to a range of beliefs and new vocabularies around them -- this may prove essential.

An earlier version appeared on Haaretz.com.

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Source: http://www.huffingtonpost.com/mira-sucharov/can-judaism-survive-atheism_b_1347658.html

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Corey Consulting, LLC. Launches Small Business Internet Marketing

Miami, FL -- (SBWIRE) -- 03/19/2012 -- Corey Consulting, LLC. , a consulting company co-owned by brothers Chris and Brian Corey, recently launched a marketing company that provides web-based marketing solutions for small businesses. The company specializes in search engine optimization, pay-per-click advertising, social media marketing and various forms of performance-based marketing. The service is operated by Brian Corey, an internet marketing specialist with over five-year?s experience in SEO and Chris Corey who is entrepreneur and internet marketing specialist.

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Brian Corey has managed search engine optimization campaigns that targeted highly competitive keywords with over one-million unique searches on various search engines. He has also managed pay-per-click advertising campaigns with up to $4-million monthly budgets and seeks to bring his experience in organizing and operating large, complex campaigns to optimizing small businesses pay-per-click campaigns. Brian also has experience managing social media marketing platforms, e-mail marketing, deal sites, online affiliate marketing, display advertising and more.

Chris Corey has successfully owned and operated several businesses in various industries including fitness and hospitality. His over seven-years? experience as a business owner, operating his own marketing platforms, allows him to understand the marketing needs of small business owners and the practical application of those needs.

Corey Consulting, LLC.?s BreakAwaySEO service is the first of many planned web-based ventures for the Corey brothers. According to Chris, ?Our keen understanding of the way consumers use the internet, opens the doors to many different ways to provide services to companies and web users?. The company shares the same corporate name as a previously run consulting company created by their father John Corey.

Source: http://www.sbwire.com/press-releases/corey-consulting-llc-launches-small-business-internet-marketing-service-129853.htm

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This entry was posted on Saturday, March 17th, 2012 at 9:41 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

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