“Last week, a story spread through the Applesphere that Apple’s new brand commercial, Our Signature, is a flop,” Ken Segall writes for Observatory. “This, according to Ace Metrix, which is in the business of researching such things for its clients.”
“On the heels of this story came another, in which it was revealed that Ace Metrix has on its client roster a company called … Samsung,” Segall writes. “Hold on there, fellas. I like conspiracy theories as much as the next guy, and Samsung’s evil tentacles may indeed stretch into dark places we can’t see, but … c’mon. There’s not much of a story here.”
Segall writes, “Companies like Samsung go heavy on research… Further, it is no surprise at all that Samsung’s recent ads would score more points than Apple’s in this type of research. Apple’s Signature ad is quiet and thoughtful, waxing philosophically about the company’s beliefs. Samsung’s ads tend to employ humor, tout never-seen-before smartphone features and appear on TV’s highest-profile shows.”
“I’m not judging the worth of one ad over another, because there are many things to consider beyond like/don’t-like types of data,” Segall writes. “I’m saying I’d be extremely surprised if a quiet ad beat out the more in-your-face humorous ads.”
Read more in the full article here.
Businessweek says Apple’s TV Ads ‘flop’ based on survey from Ace Metrix – which counts Samsung as a client – June 28, 2013
Apple-bashing in the post-Steve Jobs era – June 28, 2013