Millward Brown papers: Advertising practice

 

In an earlier Knowledge Point article, “Why is it so difficult to produce world class international advertising?”, the article highlighted the pitfalls to be avoided in producing global advertising. H ...

There are benefits to advertising a new variant under an existing parent brand; values from the umbrella brand can be transferred by using similar branding devices, styles, or music. And when establis ...

Using sexual imagery in ad campaigns, especially those aimed at the mainstream audience, is a risk that should be carefully considered and measured. While it can grab attention and help position a bra ...

Music can be a powerful enhancement for an ad, when it is used well. Although the use of music does not automatically confer benefits, the inspired use of the right music can affect every aspect of an ...

This Knowledge Point article argues that with increasing fragmentation leading to a long media tail, it is usually necessary to use multiple media to reach your target audience. While this makes the m ...

Marketers are fascinated with cognitive neuroscience, and understandably so. New brain imaging techniques seem to promise access to deeper insights into how people think about brands and what motivate ...

Woody Allen is reputed to have said, “Eighty percent of success is showing up.” Unfortunately this cannot be taken for granted in the world of branded content, even though many brands pay for the priv ...

Around a third of all TV ads include product demonstrations and they can make a strong contribution to advertising effectiveness. But demonstrating product benefits is no guarantee of success. If demo ...

Generally speaking, it’s true that repeated exposure to the same ad is likely to result in it becoming better established in consumers’ memories. So, in this sense, advertising does “wear in”. However ...

Price promotions can be highly effective in boosting short term sales. But encouraging trial isn’t the same as building brand loyalty, and price cutting can actually be damaging to brand equity. So, t ...

Humor can undoubtedly be used very effectively in advertising. Funny ads are more likely to be enjoyable and involving, and therefore memorable, than others. But, as with all creativity, humor needs t ...

From financial services to frozen vegetables, some types of product are undeniably less interesting than others. So it’s understandable that advertisers in these categories may feel it’s impossible to ...

The use of celebrities in advertising, always a popular practice, has been on the rise in recent years, and the trend shows no sign of abating. Yet the risks undertaken by advertisers pursuing this ap ...

Humans are hard-wired for play. Throughout our lives, we play games to relax, to have fun, and to temporarily escape from the pressures of daily life. Game-based marketing holds great potential for ma ...

Not all TV advertising aims to be immediately persuasive. But when your goal is to influence consumers in a way that has a direct impact on their behavior, and generates a short term increase in sales ...

For global businesses, the financial benefits of producing ads that can be aired internationally are obvious. And, broadly speaking, the evidence is that most ads which perform exceptionally well in o ...

An important part of a company’s budget, advertising can also be one of the hardest to justify, when often there is no direct measure of its effectiveness. Many campaigns only pay for themselves in th ...