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Millward Brown Knowledge Points
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Date: oldest first
Inside the content marketing revolution: Facebook, MediaCom and Mixcloud at the CMA Summit 2013
Joseph Clift, Event Reports, Event Reports: CMA Summit, November 2013
This event report looks at the latest trends influencing content marketing. Budgets for this activity are growing, but there is undoubtedly a “manufacturing problem”, as the role of different agencies is uncertain and quality standards are extremely mixed.
This event report looks at the latest trends influencing content marketing. Budgets for this activity are growing, but there is undoubtedly a “manufacturing problem”, as the role of different agencies is uncertain and quality standards are extremely mixed. Many brands are also simply trying to copy the real-time approach which Oreo typified during the blackout at the 2013 Super Bowl, rather than building more sustainable and long-term models. Pursuing rigorous and integrated strategies will be essential if marketers are to successfully stop content marketing becoming overhyped and then discarded without ever being properly implemented.
The power of music
Les Binet, Daniel Müllensiefen and Paul Edwards, Admap, October 2013 , pp. 10-13
Many of the most popular and effective ads of the past decade have been built around music; this article examines how music in advertising helps to increase awareness and sales for brands.
Many of the most popular and effective ads of the past decade have been built around music; this article examines how music in advertising helps to increase awareness and sales for brands. Music can help to heighten consumer response towards an ad, feel warmer towards a brand, and increase social media engagement. This article cites research which finds television ads using music are 20-30% more effective in leading to sales than those that do not, and explains what factors contribute to this.
Pandora's music data strikes the right note for brands
Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2013
This event report from ad:tech San Francisco, describes how Pandora, the digital radio station, is applying big data to offer listeners a highly personalised music service.
This event report from ad:tech San Francisco, describes how Pandora, the digital radio station, is applying big data to offer listeners a highly personalised music service. Based on a subscribers listening preferences, the user is assigned a musical personality which has resulted in Pandora's "branded radio" service. This report describes how US soft drink brand, Gatorade, collaborated with Pandora, to engage with mobile savvy teens.
Effectiveness of music in advertising
Mi hui Pak, ARF - Knowledge at Hand, December 2012
This brief article from the Advertising Research Foundation summarises how music is used in advertising.
This brief article from the Advertising Research Foundation summarises how music is used in advertising. This includes research that demonstrates that music increases enjoyment, although it has no effect on persuasion. However, when there is congruity between music and advertisement, it can impact purchase intent. It is recommended to use pretesting when determining the fit of the ad with the music.
Reaching consumers via sound branding: Musikvergneugen at the 2012 Cannes Lions
Joseph Clift, Event Reports, Cannes Lions, June 2012
An overview of a Cannes Lions Workshop on sound branding, hosted by Walter Werzowa, best known as the inventor of the Intel "bong".
An overview of a Cannes Lions Workshop on sound branding, hosted by Walter Werzowa, best known as the inventor of the Intel "bong". Key insights include: sound is the second most-important (and widely-used) sense for marketing messages; a good "fit" between sound and image increases brand recall; people's behaviour is governed to a surprising extent by what they hear – as there is a big difference between listening to something and hearing something, much of this behavioural change is unconscious; when composing your brand's musical identity, keep things as global and universal as possible.
How should voiceovers be used in ads?
Millward Brown Knowledge Point, March 2012
Voiceovers are commonly used in ads across the world, and are often used to convey information, which they can do effectively.
Voiceovers are commonly used in ads across the world, and are often used to convey information, which they can do effectively. However, if the primary goal is to entertain people or remind them of a brand, a voiceover may actually interfere with the achievement of the objective. Voiceovers are less commonly associated with distinctive ads, and continuous voiceovers can result in lower engagement. Voiceovers should be used sparingly, while pauses and silences can help add emphasis, and allow time for the message to be absorbed. Additionally, the manner in which a voiceover ties in with an ad's visual content is critical: when voiceovers and visuals compete, the voiceover message can get lost.
Campaign insights from Coca-Cola Japan - winner of the 2011 Warc Prize for Asian Strategy
Joseph Clift, Warc Prize for Asian Strategy, July 2011
An interview with David Elsworth, Vice President of Creative Excellence at Coca-Cola Japan and the author of the winning case study of the inaugural Warc Prize for Asian Strategy.
An interview with David Elsworth, Vice President of Creative Excellence at Coca-Cola Japan and the author of the winning case study of the inaugural Warc Prize for Asian Strategy. Subjects discussed include the initial insight that sparked the campaign, its creative strategy and the possibility of the campaign strategy being adopted outside of Japan.
Brands share the spotlight with music’s brightest stars
Giles Fitzgerald, Admap, April 2009, Issue 504, pp. 38-40
The article argues that younger music fans are now, unlike their parents, happy to see close associations between brands and the artists they love.
The article argues that younger music fans are now, unlike their parents, happy to see close associations between brands and the artists they love. Research suggests that music is immune to consumer spending cuts, and fans want more innovative uses for music and will accept brands as patrons. Concert goers are less pessimistic in the downturn than others. There are many ways in which music can be adapted to fit a brand: examples are quoted from the mobile, gaming, automotive, fashion and drinks markets.
An ad’s musical congruity with the brand fires purchase intent
Steve Oakes, Admap, February 2009, Issue 502, pp. 49-51
The author discusses the use of music in commercials. It can have a dramatic impact on brand perceptions, provided it is chosen carefully to be congruous with the mood of the ad.
The author discusses the use of music in commercials. It can have a dramatic impact on brand perceptions, provided it is chosen carefully to be congruous with the mood of the ad. Research examples are quoted showing how music has enhanced brand evaluation responses. Silence can also be powerful, directing attention to the words. In contrast, incongruous music distracts and reduces recall (although it is sometimes used creatively to convey humour). Effective pre-testing is essential to ensure high congruity between music and brand.
Sonic branding: first it was the logo, now it’s the sonic logo
Peter Matthews, Admap, January 2009, Issue 501, pp. 42-44
This article describes how new technology, such as wireless communication, has changed the way we respond to sounds.
This article describes how new technology, such as wireless communication, has changed the way we respond to sounds. Sonic branding can have advantages over visual, where we often have to look carefully to tell brands apart, and can emotional and memory-triggering as well as logical effects. It is distinguished from the use of sound to enhance customer experiences, since this is aural wallpaper and not part of the brand’s trademark. Sonic branding is best understood as sonic logo (e.g. Direct Line), uniquely associated only with one brand. Like any other feature, it can be registered for trademark if it passes certain criteria. Sonic branding can transcend cultural and linguistic barriers, and can overcome reduced levels of attention. However, it must be consistent with the brand worldwide. It is vital that the sound is original and intimately connected to the brand without any confusion. Therefore, the strategy must be clearly thought through.
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