TV Effectiveness

Using TV as a marketing channel

Decision Making


Richard B. Silberstein, Geoffrey Nield, Peter Pynta and Shaun Seixas, ESOMAR, Asia Pacific, Singapore, May 2015

This paper introduces the idea of 'conceptual closure' in television advertising and reveals how small executional changes to a finished advertisement can significantly enhance advertising effectiveness.


Alice He, Qun Ge and Ashok Sethi, ESOMAR, Asia Pacific, Singapore, May 2015

This paper explores the use of EMO Scan, a software-based facial expression recognition tool, as the core passive measurement tool to test a TV program, focusing on the emotional response to the stimuli.


Pablo Verdin and Renata Policicio, ESOMAR, Latin America, April 2015

This paper argues that using biometrics to test emotional response to ads can predict success, based on research from Latin America.


Flávio Ferrari and Vanessa Mathias, ESOMAR, Latin America, April 2015

This paper explores the issues around multiscreening for brands in Brazil, arguing that marketers need to adapt to deal with 'always on' consumers.


Simon McEvoy, Ian Gambier & Sara Goodsell, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how not for profit organisation Check One Two triggered a grassroots movement to raise awareness of testicular cancer in the UK.


Rajat Mendhi, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains a campaign in India by Gillette, the shaving brand, which emphasised 'real' masculine values to stand up for women and build an emotional connection with its target group.


Ally Kingston, Gerard Crichlow & Brent Gosling, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Walkers Crisps, the British snack brand, ran a new iteration of a previously successful flavour-invention campaign, this time with social media taking it to a new level.


Daniel West, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Sport England tackled women's embarrassment over exercising by empowering them with identifiable content and direct engagement.


Martin Beverley, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Three, the mobile phone network, encouraged customers to share photos from their holidays online to promote a new free roaming policy.

WARC RECOMMENDS


RECOMMENDED CASES

Television

Warc's pick of the most effective case studies


ARTICLE FOCUS

TVC lengths

The ARF on choosing the right spot length


WARC BRIEFING

TV effectiveness

History, key theories and trends


RESEARCH PAPER

Empirical Evidence of TV Advertising Effectiveness

Why TV is the best branding medium there is


CASE STUDY

John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising