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Predicting brand decisions through emotional engagement - Evaluating creative work: a bioquali approach (survey research & neuroscience) required
Henk Eising, Rafal Ohme and Cristina de Balanzó, ESOMAR, Congress, Amsterdam, September 2011
This paper brings into perspective the need to combine new research approaches with the traditional, in order to answer new and old questions; create innovative approaches using new technologies, and deliver more creative ways of interpreting findings.
This paper brings into perspective the need to combine new research approaches with the traditional, in order to answer new and old questions; create innovative approaches using new technologies, and deliver more creative ways of interpreting findings. Research cannot turn its back on progress, and progress now is linked to neuroscience. It is important to open a debate on whether, or when, a neuroscientific approach could represent an opportunity to improve current research tools. This is a first step towards a new methodological approach to pre-test creative ideas. The learnings from this experiment will be translated into a new advertising development tool that enables communication managers to take a 'better' fact-based decision with regards to selection of scripts/storyboards and to determine specific shooting requirements.
Manga makes a difference: understanding what underlies consumer trends
Dave McCaughan and Mai Ohno, ESOMAR, Qualitative Research, Paris, November 2007
The hit series, plot lines and messages people take from manga can helps researchers in Japan understand the motivations and the coming trends in popular behavior.
The hit series, plot lines and messages people take from manga can helps researchers in Japan understand the motivations and the coming trends in popular behavior. This paper describes in detail how ethnography studies of popular manga titles, along with detailed interviews with various 'experts', can be used to understand how manga effects the attitudes of Japanese people in terms of social connection, products and category beliefs. Ethnographic studies have become increasingly popular in recent years however the practical use of such techniques on manga has been rare. It indicates some clear effects manga has on social trends and its consequent effects on consume behavior.
How Advertising is Covered in the Egyptian Press: A Longitudinal Examination of Content
B Shoreh, K L Keenan, International Journal of Advertising, Vol. 19, No. 2, 2000
The possibility of Egyptian attitudes towards advertising being affected by exposure to media portrayals of advertising is discussed in the context of cultivation effects.
The possibility of Egyptian attitudes towards advertising being affected by exposure to media portrayals of advertising is discussed in the context of cultivation effects. A census of all content related to advertising in Al-Ahram from 1978 through 1997 is conducted. Findings show that most columns, letters to the editor and editorials are negative in tone, and most news stories dealing with advertising are neutral. Domestic and international industry practices and social aspects of advertising are commonly covered. Outdoor and television advertising are most often criticised. The concerns expressed typically involve morality, culture and deception. Calls for increased government regulation and censorship of advertising are common. It appears that the coverage of advertising in Egypt is more negative than in the US. Future research examining links between media content and public attitudes towards advertising is suggested.
Press: Still the largest medium
International Journal of Advertising, Vol. 18, No. 3, 1999
With the rapid growth of, first TV and now the Internet, some analysts have predicted the demise of print as an advertising medium.
With the rapid growth of, first TV and now the Internet, some analysts have predicted the demise of print as an advertising medium. But newspapers and magazines still account for almost half of all global advertising expenditure and spend has increased by almost ten per cent in real terms since 1988.
The Optimal Design of Hospital Advertisements by Means of Conjoint Measurement
Dieter K Tscheulin and Bernd Helmig, Journal of Advertising Research, Vol. 38, No. 4, July/August 1998
How important are pictures and illustrations in print media advertising of hospitals ? This German study tests a series of hypotheses relating to the noting of various combinations of text and illustrations.
How important are pictures and illustrations in print media advertising of hospitals ? This German study tests a series of hypotheses relating to the noting of various combinations of text and illustrations. The conclusions drawn are that pictures have a dominant influence and the subject matter of the illustrations has a strong bearing on the perceived attractiveness of hospital advertisement.
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