Tagged for / 'Knowledge@Wharton'

11 March / 2013
VBA_JKAdmin 25159 Views 0 like VBA: Brand Motion 2 Comments

I’m a bona fide wine enthusiast. I love my wines both red and white, from anywhere in the world. I’ve enjoyed reading and learning about the grape varietals that make up the diverse spectrum of consumption choices.

I started to ponder what lessons the world of wine can deliver to both established and emerging brands. What struck me, when looking at my unglamorous wine rack, was the diversity of the bottles themselves and the communication that helps to facilitate the consideration and purchase of a specific bottle. Unless you’ve spent time learning the different regions…

31 January / 2013
VBA_JKAdmin 14885 Views 0 like VBA: Brand Motion Comments Off on Can you measure SuperBowl Advertising ROI?

When it comes to branding and advertising, VBA loves SuperBowl Sunday. It’s that one time of year when the ad industry and advertisers are in the spotlight, sometimes more than the game itself. SuperBowl Sunday is projecting a record number of viewers, more than 179 million people, according to the Retail Advertising and Marketing Association and their January 24, 2013 survey report. With this record number of viewers and record-level commercial air-time costs (not including the agency production costs), is SuperBowl advertising really worth it?

Every year there is a rotation of advertisers – some…