Subject Index
 

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 ...

This paper analyses papers from the 2007 IPA Effectiveness Awards to discover the lessons they offer about the fundamentals of planning best practice, and which can go on to enhance the bottom-line gr ...

The UK media landscape has changed substantially over the last 20 years, from the rise of digital television to the worldwide web, mobile phones, social networking, personal video recorders, search ad ...

The myth about creatives is that they are only interested in foreign shoots and winning awards. In reality, however, it is ideas that drive creatives - both in the inception of campaigns, and in the t ...

Advertisers are often too quick to define their campaigns in terms of the size of the available budget, with the typical response to limited resource levels being that the creative will have to 'punch ...

This article is based on the authors' book 'Marketing in the Era of Accountability', in which they analysed 880 advertising case studies from the IPA Awards dataBANK to determine common aspects of eff ...

Many people scan media and ignore advertisements, precisely because they look like advertisements. So what can we do about it? One answer may be the 'big idea', not based on a single concept, but on a ...

The purpose of this study was to test whether Petty and Cacioppo’s Elaboration Likelihood Model is relevant to young people. An earlier central study on adults was replicated, through 330 in-depth int ...

This paper explores the attitudes and media behavior of consumers who claim to dislike advertising and therefore avoid their exposure to marketers' messages. From the findings, a framework is proposed ...

Neil Dawson, of Hurrell & Dawson and deputy convenor of the judges for the 2006 IPA Effectiveness Awards, looks at the lessons that can be drawn from the entries of the 30 winners. Though very diverse ...

Building on the paper 'Measures of Engagement, previously published by the ARF, this paper discusses the measurement of engagement in brand messages. It features a variety of innovative, but empirical ...

This article reviews the 2006 IPA Effectiveness Awards, covering a wide range of issues, product/service categories and thinking about media and channels. Examples illustrate: 1) fresh thinking about ...

This article draws on examples from the 2006 IPA Awards to argue that creativity is still a vital element in advertising effectiveness, although it is changing its nature as media opportunities and co ...

After many years of being legally banned, comparative advertising has recently been permitted in Germany. So far, advertising practitioners and researchers have neither reached a consensus on its effe ...

Models of advertising have changed dramatically in the last 20 years, as simplistic conceptions of the pattern of consumer behaviour (such as AIDA) have fallen out of favour, and more complex idea com ...

This study examines the effects of popular music in advertising to determine both the theoretical (the effect of popular music on the processing of advertising messages) and practical (the design of m ...

This paper proposes a new model of advertising research based on the new understanding of the mind provided by brain science. It hypothesises that much advertising nowadays works implicitly – either b ...

This empirical study brings together prior research on competitive advertising effects from two perspectives: ad repetition and brand familiarity. Specifically, we compare free and cued recall, attitu ...

This paper aims to summarise some of the leading efforts to measure engagement by synthesising a wide range of research previously undertaken into the topic. It focuses on the importance of measuring ...

Previous experimental research found that the pre-exposure of publicity about advertisements has two distinct but related effects in advertised brand recall: (a) a facilitative effect on publicized br ...

This paper outlines the relationship between brand awareness and sales. Given the growing importance of ROI in modern marketing, increased brand awareness is often linked to increased sales, but in re ...

In the past, it was presumed that behaviour was conscious, sequential and rational. The hierarchy-of-effects (HOE) models of advertising, like AIDA, reflect this ‘old world’ thinking, where ‘emotional ...

This article introduces a new framework for copy testing. It reveals how the quality of advertising-specific elements (as perceived by the viewer) function to trigger persuasion. Building on McGuire’s ...

In the early 1990s various studies showed the importance of advertising likeability for advertising effectiveness. Has the role of advertising likeability changed since then? We analyzed audience reac ...

An obituary article on the author's long-term colleague Stephen King (died on 16 February 2006). King is celebrated as someone with a rare ability to occupy, and bridge, the two worlds of academic thi ...

The purpose of this research is twofold: (1) to examine the persuasive effects of a message that is presented either as advertising or publicity, and (2) to study whether sequencing (i.e., advertising ...

This article is about affective advertising, defined as that which works more on our emotions and feelings than on our knowledge and beliefs. This sort of advertising can be processed effectively at r ...

Advertising is a rich, multidimensional phenomenon that has been studied in several disciplines. This research has led to an emerging body of findings and some potential generalizations. Even then, mi ...

Between 1980 and 1990, radical new thinking emerged about how advertising `works’, yet it failed to take root. The first part of the paper re-visits the key hypotheses and analyses why they were rejec ...