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Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Article

This article discusses the the importance of brand familiarity, and argues that any changes to branding should be carefully considered and gradually implemented to ensure valuable brand associations in the memories of consumers are not lost in the change.

Article

This article argues that brands should not worry about if a campaign endline is 'ownable', but instead focus on creating a distinctive and consistent brand voice.

Article

This article details 10 tips to improve copywriting, all supported by the key principle of enjoying it.

Article

This article discusses the role of copy-writing in marketing, using an example of a long copy campaign from Apple, the electronics company, as a 'how not to'.

Article

This article argues that clear, concise and correct writing is an essential part of how the world sees your brand or organisation, and lists and expands on the seven chief writing mistakes to avoid.

Research Paper

Slogans are very important in brand building, and recall is considered one of the most effective measures of slogan success.

Article

If controversial recommendations are to be taken seriously, they need to come from a credible source or the would-be experts risk shooting themselves in the credibilities.

Article

The authors of this brief article criticise the misuse of the word 'passion' within marketing materials, which has become an overused exaggeration.

Research Paper

In a 2 (ad tone: emotional versus rational) × 2 (ad’s regulatory focus: prevention versus promotion) × 2 (viewer’s self-regulatory focus: prevention versus promotion) between-subjects experimental design, the effectiveness of fair trade campaigns is tested.

Article

In an age when search engines are increasingly becoming the filter for brands, the choice of words has never been so important.

Article

Voiceovers are commonly used in ads across the world, and are often used to convey information, which they can do effectively.

Article

Researchers at the University of Miami tested end-lines that told people what to do and discovered that, actually, people would often do the opposite.

Article

When well-used and oft-repeated, a slogan can become part of the fabric of a brand. But how do you build a strong connection between slogan and brand? It's not simply a matter of tacking a slogan onto an ad, because an ad with a slogan isn't necessarily more effective than an ad without one.

Article

Paul Feldwick is asked to consider the question, "Has the amount of time we spend online shortened our attention spans, and has this led to the demise of long copy ads?" Both sides of the debate over shorter attention spans is considered and the demise of long copy ads can be traced back to long before the internet revolution.

Article

Lulu Raghavan of Landor Associates Mumbai claims that brand managers spend lots of time thinking about a brand's visual identity but little time on how it sounds.

Article

There is a magical power in words, but most of the efforts of contemporary copywriters are thoughtlessly clumsy.

Article

The march of technology may have changed the way we consume media, but the ancient art of storytelling is as alive and relevant today as it ever was.

Article

This article draws on a speech made by Lord Saatchi at the launch of the IPA's 'Creative Britain' campaign.

Research Paper

There has been a growing stream of research focusing on the application of rhetorical figures in advertising.

Article

Neil Francis, co-founder and creative partner at Stephens Francis Whitson, asks why good copywriters, and the skills to write persuasive copy in a brand tone of voice, seem to be thin on the ground.

Research Paper

This study examined whether individuals with preferences for certain military recruitment slogans can be identified by characteristic factors for motivation, needs, and involvement.

Article

Few people have the talent to write persuasively, but everybody in management, marketing and sales thinks they can, and thus that they do not need to hire professional copywriters.

Article

Robert Passikoff, president of Brand Keys Inc, argues that marketers should question the value of overhauling their logo, first by asking how much it contributes to brand behaviour.

Research Paper

The roles of two constructs of consumer knowledge and self-assessed product knowledge and objective product knowledge and are examined in an experiment in which consumers read ads for high-tech products containing high and low levels of technical language.