Effectiveness: Theories

 

In his Admap column, Richard Pinder argues that the best advertising sparks conversations and that brands that change and influence consumer conversations have much in common with the best politicians

In his regular advice column, Paul Feldwick considers the case of an agency who's client is refusing to run an ad that has fallen short of pre-testing. Feldwick argues that it's more important for bra

This paper summarises key findings from the author's review of IPA case histories (Binet and Field, 2007) to show that much of what is conventionally believed about how advertising works is wrong. Ke

A special conference on empirical generalizations (EGs) in advertising led to this special issue of the Journal of Advertising Research. It also generated a representative selection of 23 EGs that giv

Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent. Another 450 field experiments suggest that changes in media, product, target segments, advertis

It has been argued that the 30-second TV advertisement is dead because owners of digital video recorders fast-forward though advertisements. This denies the speed with which neurons classify things th

Historically television has been one of the most powerful marketing contacts. But the recent proliferation of TV channels and influence of digital contacts resulted in audience fragmentation and addit

In this article, three hypotheses were examined that, if accepted, would lead us to conclude that the effectiveness of TV advertising has declined over time. Seven different databases-accounting for a

TV keeps changing, and viewers have more alternatives than ever. Yet television-viewing behaviour continues to follow some law-like patterns that have remained in place over the past 40 years. These e

This article brings together the knowledge gained from two different approaches to analyzing single source data: aggregate-level experimental split-cable tests and individual-level analysis without ex

An analysis is performed on the results of 50 recent real-world TV advertising tests conducted by Information Resources, Inc. to update the findings of Lodish et al. [Journal of Marketing Research 32,

This article examines the generalizability of convex-shaped advertising response functions. Using single-source data, the authors analyzed the response functions of brands in four consumer goods categ

The “spacing effect” refers to the fact that longer intervals between exposures (such as successive presentations of online pop-ups) result in better learning than shorter intervals. This article offe

Extensive work with single-source data since the 1960s has consistently shown that advertising has a pronounced short-term effect on sales, that this effect decays over time, and that creative copy is

This paper argues that “quasi-experimental data” provide a valid and relatively low-cost approach toward developing empirical generalizations (EGs). These data are obtained from studies in which some

This paper reports from a range of data sets (including four new ones, described) on how different levels of ad clutter in TV and radio affects how advertising works. Advertising avoidance is similar

The article discusses the relationship between advertising and Word-of-Mouth (WOM). New empirical data collected by the authors over a three-year period, from their weekly TalkTrackR survey (a nationa

This paper presents two laws about the effects of brand placement on audience reactions. Brand placement is the compensated inclusion of brands or brand identifiers within media programming. The first

This article examines brand-execution tactics (showing and naming the brand) in television, internet video advertising, and brand placement within TV programs. Multiple research studies provide evide

The click rate on internet display advertisements averages only 0.1%. This article investigates whether this implies that online display ads are ineffective, or alternatively that they work in a way s

This article summarises the findings in the authors' book: Marketing in the Era of Accountability (2007), based on their review of 880 IPA Award case history submissions. The article describes the ana

This paper reviews and summarises a recent book issued by the Marketing Science Institute (MSI): Empirical Generalizations about Marketing Impact. The book contains more than 80 empirical generalizati

This is an introductory paper in a special issue of the Journal of Advertising Research (JAR) on empirical laws, based on an invitation-only conference at held at the Wharton School, University of Pen

This article reviews the historical development of seeking to measure psychological and subconscious influences on people’s responses to advertising and brands. The article covers: tapping into early ...

The article argues that disruption (upsetting the norms and conventions of thinking in a market) is essential for business success and can operate at various levels, for example, business, product, ma ...

The article presents a new technique in neuropsychology that quantifies the extent to which communication creates an emotional connection between the individual and the brand. The key is that the emot ...

WARC Online's media editor, Laura James, provides an analysis of the creative strategies behind the 2008 IPA Effectiveness Awards winners, and identifies four key themes that have emerged as drivers o ...

Could “wasteful” advertising creativity that does not add to the functionality of the advertisement (i.e., it neither enhances recall and liking of the advertising, nor increases comprehension and per ...

This article reviews advertising case histories in which insights have clearly contributed to success for the brand. Insight means more than mere common sense: real 'insights' involve profound leaps o ...

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 ...