Gender Equality Archives - ABX

ABX Research and Analysis on Compelling Advertising

Read on to get a competitive edge in creating effective ad.

TJ Maxx great ad with Gen X women trying on clothes and feeling great. ABX Index 136.

Creating Great Advertising for the Gen X Woman

Bridgerton characters sneezing with seasonal allergies, waiting for the Apothecary to present a remedy.

Do Highly Creative Ads Always Produce Results?

How To Delight Women In Advertising

How to Delight Women in your Advertising

Super Bowl 2024 Cosmetic Advertisers

Evaluating Ads in Unexpected Venues

Evaluating ads in unexpected media placements can be like finding a pot of gold in a kitchen cabinet.

Evaluating Ad Effectiveness Internationally

Evaluating ad effectiveness internationally is a critical challenge, especially if ad creative is measured using different measurement processes in each country.

Advertising & Product Integration Insights – Succeeding with Barbie

“Humans Have Only One Ending, Ideas Live Forever.” That is a quote from the main trailer for the Barbie movie which opened on 7/21 to record box office opening weekend with a massive $155 million in ticket sales in North...

Successfully Portraying Women in Ads in the US, UK, Germany and Japan

Last month's ABX Advisory post, "Positive Portrayals of Females in Ads leads to Financial Gain," announced the major leaps forward advertisers are making in the respectful portrayal of women in advertising. A 2019 ABX longitudinal survey showed an increase in...

Successfully Portraying Positive Portrayals of Females in Ads leads to Financial Gain

The respectful portrayal of women in advertising has made major leaps forward according to a longitudinal survey by Advertising Benchmark Index. Other major associations that are promoting female gender equality also report the same terrific progress. So, if you want...

How to Increase COVID Advertising Effectiveness 175%

Stunning News for COVID Advertisers In a study of 360 COVID ads measured by ABX across all media, advertising effectiveness scores were some of the highest we've seen. Ads featuring thanks to first-responders, helpful advice regarding resisting the virus, and...

Lessons from Super Bowl 2020 Advertising Effectiveness

This is Michael Wolfe's annual review of TV commercials for Super Bowl 2020 using data from Advertising Benchmark Index or ABX. Wolfe is CEO of Bottom-Line Analytics and a foremost thinker in the realm of market mix modeling. His purpose here is not...

Best Retail Advertising in 2019

As the Holidays approach, thoughts turn to retail. It's a perfect time to see how various department stores, fashion stores and online retailers have done in advertising effectiveness over the last 12 months. Some retailers, like Kohl's, have consistently good...

Poor 2019 Super Bowl Advertising for Female Gender Equality

Last month, we listed the Top Five Super Bowl ads by how women were portrayed, and saw how those who treated women well also impacted their ad effectiveness. We also quoted Jack Neff of AdAge, who wrote that female gender scores...