Creative approaches: Emotional, involvement, engagem...

 

Three years after the ARF introduced its working definition of the term “engagement,” there is still a lack of clarity over what the term describes and how it can best be measured. Perhaps the problem ...

The article suggests that there is no evidence engagement advertising has increased or that interruptive advertising has reduced. Online and ambient advertising, in particular, offer many examples of

This article discusses engagement, and argues that the issue is at the foundation of all consumer consumption behaviour. Consumers want to be engaged by brands: they seek rationally and emotionally en ...

Emotion is central to brand communications, but there has been a failure to define what we mean by 'emotion'. Merely distinguishing it from 'rationality' is not good enough; emotions are complex, with ...

Communication effectiveness research is moving away from investigations of advertising's forms, content and the degree and type of consumer involvement, to a greater focus on the process of reception ...

In all social communication, emotion comes before thought, and is a two-way process. This is illustrated by the way babies and children develop and learn by watching their mothers, and the emotional i ...

This article discusses a test of 100 financial services ads by the Newspaper Marketing Agency (NMA), which showed that they were failing to connect with consumers. There is a widespread lack of trust ...

This article explores how ads convey information, which need not be simply facts or news. There are two kinds of information: semantic (knowledge-based, scientific, transferable, objective, outer-dire ...

There are a number of ways that a TV viewer can be 'engaged' with a programme. As a programme supplier, MTV needed to understand this 'engagement' better and how it affects embedded advertising. This ...

In view of the proliferation and ubiquity of media platforms, it is critical that marketers be able to measure cross-media consumption and its effect on consumer engagement, brand development and sale ...

In just five years, O2 has become the largest mobile brand in the UK, with over 18 million customers. Its strategy has been to put customers, not technology, at the heart of its message, promising 'en ...

Today it is harder than ever for a brand to stand out from the crowd and make its mark. But consumer engagement offers a lifeline for brands to (re-)establish relevance. Smart brands realise that bran ...

This introduction to Admap's report on consumer engagement (October 2007) considers some of the factors that influence what happens between seeing an ad and its message being stored in the memory. The ...

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 ...

David Bonney, a strategic planner at McCann Erickson London, makes the case for advertising that taps into sad emotions, and rails against the endlessly happy and up-beat communications so often used. ...

Marketing communication is changing from a sales pitch to an informative, entertaining experience (or `pull' instead of `push'). Merging marketing and entertainment is the approach that offers the bes ...

James Mundell, John Hallward and Dave Walker, from Ipsos-ASI, use their company's pre-test and tracking study results to contest the popular belief in low-attention processing (LAP). They argue that t ...

Using a wealth of academic sources, Robert Heath, author of The Hidden Power of Advertising, defines two different types of persuasion: rational and emotional. He argues that it is emotional persuasio ...

Erwin Ephron, founder of Ephron, Papazian & Ephron Inc., demonstrates the difference between media engagement and advertising engagement. He sees media as firstly an audience gatherer, then an ad enga ...

Savvy marketers understand that they are not in the business of selling products or services. They are in the business of building and maintaining strong, enduring brands that sell and sell and sell. ...

Chartered psychologist Alan Branthwaite, Ignition Marketing Research, takes a detailed look at the role of the unconscious in how advertisements work. He explains how ads can be effective even when n ...

This paper is about advertising that works on our emotions without necessarily achieving high levels of attention or recall. We compare the most popular recallbased metric - claimed ad awareness - aga ...

Greg Tucker, The Marketing Clinic, reveals some fascinating insights into food marketing. He explains how parents influence their children in food likes and dislikes and the importance of defining the ...

Larry Percy and Flemming Hansen, from Copenhagen Business School, and Rolf Randrup, TNS/Gallup, contend that by measuring the emotional associations that consumers have with brands, managers will have ...

Recent press articles have revived interest in low attention processing, the way in which advertising can influence us even when little attention is paid to it. Here Robert Heath advises what actions ...

In his round-up of the US media scene, Joe Mandese reports on the research that is looking at brain processes and the power of emotion in conveying brand messages. In particular he comments on the lat ...

In this article Robert Heath, The Value Creation Company, addresses the evaluation of advertising that influences feelings and emotions. He explains why claimed ad awareness is likely seriously to und ...

Chuck Young, Ameritest, and John Kastenholz, Unilever, explain the importance of emotion in TV commercials, and how different storytelling structures lie at the heart of ad analysis. In pre-testing t ...

In this intriguing article John Howard-Spink discusses the understanding and development of brands, which he argues are complex, abstract and difficult to pin down. He questions the usefulness of su ...

The role of involvement as a mediator of advertising effectiveness is considered. A review of the literature demonstrates that the role may not be straightforward, especially taking into account facto ...