Unsung Heroes of Brand Equity — Consumer Electronics
Anybody responsible for monitoring co op compliance knows what a time—consuming, unnoticed, but critically important job it is.
With that, it is easy to see why a leading consumer electronics manufacturer relies on Ad Dynamics reports that feature digital images of all ad placements for its selected retailers.
But as our customer, they also get far more—Customized Violation Reporting—a standard component of Ad Dynamics service!
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A Picture is Worth a Thousand Words HUNDRED THOUSAND Dollars — Cameras
When a national retailer invoiced a major brand of digital cameras for featuring three cameras in one ad, something didn’t seem right—one of the models was not normally promoted with the other two.
One visit to Ad Dynamics’ web—based online reporting tool and image library cleared up the mystery. One the date in question, one two, not three cameras had been featured.
Because Ad Dynamics keeps extensive online print advertising archive with ten years of historical information, it was east to find the digital image of the exact ad, e—mail it to the retailer and claim the $107,000 credit—substantially proving the value of the investment in Ad Dynamics’ services in just one instance.
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Saving $2 Million in 2 Hours — Lawn Products
A National home center requested a significant budget increase from a leading lawn products company over the current year. In return for the increased budget, the retailer agreed to provide additional ad placements.
With sales flat, the manufacturer turned to Ad Dynamics to evaluate their advertising performance for the two previous years.
They found that historically sales were stronger with fewer, more prominent ads instead of smaller, more frequent ads.
With this information, the manufacturer worked with the retailer to develop an ad program to drive sales that emphasized product placement and ad size rather than ad frequency.
The bottom line? With a better ad strategy in place, the manufacturer avoided a $2 million increase in ad spend while still increasing sales the following year with better ad position and placement.
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