SINGAPORE: A number of brands operating in Asia, including Japanese internet provider Nuro and US streaming service Netflix, have seen impressive lifts in ad recall after running six-second ads on YouTube.
NEW YORK: Advertising in traditional media, and specifically television, is far more effective than digital at driving consumer recall and purchase intent for mainstream FMCG brands, new research suggests.
Jasper Snyder and Manuel Garcia-Garcia, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 352-367
Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.
This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
Nathalie Dens, Patrick De Pelsmacker, Peter Goos and Leonids Aleksandrovs, International Journal of Market Research, Vol. 58, No. 5, 2016, pp. 649-670
This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.
Davit Davtyan, Kristin Stewart and Isabella Cunningham, Journal of Advertising Research, Vol. 56, No. 3, September 2016, pp. 299-310
Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.
Josefa D. Martín-Santana, Pedro Reinares-Lara and Eva Reinares-Lara, Journal of Advertising Research, Vol. 56, No. 3, September 2016, pp. 274-288
The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.
Jean Brechman, Steven Bellman, Jennifer A. Robinson, Amy Rask and Duane Varan, Journal of Advertising Research, Vol. 56, No. 3, September 2016, pp. 289-298
Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these new formats is "limited-interruption" advertising, in which each midroll advertising break during a video features just one commercial.
George D. Deitz, Marla B. Royne, Michael C. Peasley and Jianping "Coco" Huang, Journal of Advertising Research, Vol. 56, No. 2, June 2016, pp. 217-227
Existing research suggests that when assessing consumer responses to advertising, neuroscience and physiological measurements offer more objectivity than traditional self-report measures and, hence, may be more predictive of audience response.