Subject Index
 

A key proposition of resource matching theory is that the cognitive challenge presented by a message execution should meet rather than exceed (or fall short of) the level of cognitive resources that t ...

This article argues that brand marketers have focused too much on the emotional side of brand marketing - the 'sizzle' and the 'stretch' - and have neglected the product. This imbalance is dangerous a ...

Aphorisms are brief sayings containing snippets of wisdom in a memorable way. In brand advertising, they can be very persuasive. Their purpose is to provoke response and start debate. The best adverti ...

Modern film trailers seem to be made by a computerised formula designed simply to shock, with no hint of what the film is about. They appear to be made not by people who love films, but by people who ...

Why is it that some brands are better than others at communicating to consumers a feeling of authenticity, and that the interests of both brand and user are aligned? Laurence Knight defines this as 'b ...

This article provide the thoughts of an account planner turned researcher following a meeting of the Account Planning Group. It discusses: 1) the way big companies tend to systematise their thinking a ...

Shaziya Khan, vice-president and strategic planning director at JWT India, investigates why, given the consumers' avowed preference for nature-based and 'green' products, they still (in the main) repr ...

Ian Buckingham and John Roberts, respectively founders of BringYourself2Work and boom, discuss the essence of branding and how to develop a clear and well-grounded brand strategy. Using examples as va ...

This article discusses how the agency for Nintendo developed a way of branding the diversity of its magazine advertising. The trick was to suck gamers into the fantastical and playful detail of the Ni ...

The author contends that the public's perception of the honesty and trustworthiness of big business and advertisers has declined markedly in the last few years. Thus it is vital that advertising must ...

Regardless of economic conditions, every firm needs a clear strategy for its major brands, based on segmentation, competitor analysis, targeting and positioning. Advertising strategy, including spend, ...

The paper describes how research may be used to assist program developers in transferring brand appeal and loyalty from established brands to new brands, while avoiding the potential pitfalls of weake ...

A challenge in the quantitative element of ad testing is how to express a positioning to allow research to obtain valid useable insights for the creative process. This paper identifies the key variabl ...