In today’s uncertain economic environment with the lingering effects of the recession, advertisers and agencies are working harder than ever to employ effective advertising approaches. One consistent debate has been whether or not to include a “value claim” – defined as including information about price, value, savings or special offers – in an ad campaign to drive advertising effectiveness in this environment. Recent comScore research indicates that not only are most consumers no longer buying the brand they want the most in many common categories, at least half of the time they are switching to less expensive brands, suggesting that value claims might be a good way to appeal to consumers.
For the full story visit Value Claims Improve Advertising Effectiveness in Recessionary Times – comScore, Inc.
