Effectiveness: Branding, brand image, distinctivenes...

 

This article describes ROI-Positive Brand Advertising, based on the idea that branding and direct response advertising are not alternatives, but need to go together. Increasingly, direct marketers nee ...

Why is it that some brands are better than others at communicating to consumers a feeling of authenticity, and that the interests of both brand and user are aligned? Laurence Knight defines this as 'b ...

Shaziya Khan, vice-president and strategic planning director at JWT India, investigates why, given the consumers' avowed preference for nature-based and 'green' products, they still (in the main) repr ...

Ian Buckingham and John Roberts, respectively founders of BringYourself2Work and boom, discuss the essence of branding and how to develop a clear and well-grounded brand strategy. Using examples as va ...

This paper assesses the potential impact of advertising in motivating staff and uniting them behind the aims of a business. It draws on two cases from the IPA dataBANK - those of Tesco and Barnardo's ...

This article introduces Admap’s Anniversary issue section on ‘accountability’. It concludes that while measures must focus on sales and profits, they must also take account of brand health which bui ...

Ardi Kolah, who invented the concept of Brandcasting and set up a company, Brands as Broadcasters, five years ago, argues that conventional advertising is out of date and that a new paradigm is needed ...

This paper considers the the power and importance of brand and advertising stories in generating a marketplace in which we all want to participate. After all, the marketplace itself is a matrix of sto ...

Andrew Cohen argues that success in today's market place comes from 'connectivity' (shrinking the gap between brand and response), and this demands a balanced combination of brand building and respons ...

In this article the authors trace the changes in relationships to brands from the era of 'unique selling proposition', through 'emotional selling proposition' to the present 'participatory brand relat ...

Today brand communication goes far beyond the three minute advertising break. In some cases it has been transformed into a cultural experience. Nike, Ikea, Lego, Bacardi and Cadbury are all manufact ...

The author suggests that most ad testing systems focus mainly on the advertising and neglects the real objective of advertising research - to find out advertising's effect on the brand. The role of a ...

The author addresses the problem of establishing customer relationships in the Age of Noise - the most information and clutter-rich era in the history of civilisation. He argues that creating a 'high ...

The brand response matrix is a framework for describing the possible effects of advertising as an aid to understanding and focused research. The range of responses to advertising is potentially wide a ...

How accountable can advertising get? Realistic advertising assessment should focus on brand effects, not sales effects, and hindsight is more practical than prediction. This is illustrated with two ex ...

No sensible person would argue with the idea of 'integrating' marketing activity in order to produce coherent brand identity and more efficient results. But within an integrated marketing programme, d ...

This paper attempts to find characteristics of product categories, brands, and ad copy that lead to either increased or decreased effectiveness of advertising spending on ad awareness, brand awareness ...

Polysemous brand slogans have multiple meanings that may convey several product attributes. The authors suggest that some consumers automatically access such multiple meanings, whereas others access o ...

‘Two-sided advertising’ describes the situation in which marketers disclaim particular characteristics of their products (mention negative aspects) at the same time as asserting positive claims. The n ...

Using a feature-based statistical model the authors explore the degree to which similarity perceptions between two advertisements can be explained by a ‘weighted and summed’ distance measure, computed ...

The processing fluency model suggests that advertising exposures enhance the ease with which consumers recognise and process a brand. The paper extends this concept to examine the effect of conceptual ...