The Apple iPad Pro ad was tested with both Apple owners and non-owners, revealing stark differences in emotional response. Apple owners rated the ad highly for long-term creative effectiveness and happiness, while non-owners gave it the lowest rating and experienced negative emotions. This highlights the importance of considering all consumer perspectives in advertising. If the ad targets only existing Apple customers, it's effective; otherwise, it fails to attract new customers.
The practice of click-based attribution when measuring digital engagement metrics is flawed and biased when looking at younger consumers. This is because younger consumers tend to convert without clicking, while older ones tend to buy more after clicking. According to Meta's data, there is no correlation between clicks and important metrics such as Brand Awareness, Ad Recall, or Purchase Intent. Additionally, there is no proven link between Click-Through Rate and campaign ROI. In fact, 90% of in...
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