How ads work: Product usage links

 

Shigeo Okazaki and Sean Corcoran, consultants to Dentsu Inc, discuss some key components of their brand audit and brand analysis system. They introduce four key brand-perception measures (relevance, c ...

Jim Carroll, UK chairman of BBH, argues that where once we judged ads on first whether they communicated the core message, and then whether they were involving/engaging – now we must reverse the prior ...

We describe a meta-analysis of advertising conversion research findings that includes examining the influence of question framing on key output measures of advertising effectiveness. The article summa ...

This study examined the moderating effects of product involvement on the effects of humour on memory and attitude towards the advertisement by using multi-year survey (1992 to 1997) of responses to co ...

This article is based on a paper presented at the annual conference of the Market Research Society. The authors introduce a study to understand the involvement of audiences for TV advertising and desc ...

This article argues that advertising alone does not lead to increased profits. It starts with a discussion about what advertising does and can do, concludes that it is defensive rather than aggressive ...

The author postulates that one successful way that advertising works is by subtly modifying behaviour so that product claims are proven (by the consumer) to be true. This she calls 'buying more effec ...