Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

From
To

Search within

Industry Sector

Brand

Country

Source

Index


142 results found
Sort by

News

NEW YORK: Electrophysiological research methods can help marketers more deeply understand consumers' emotional responses but will require further study going forwards, a paper in the Journal of Advertising Research (JAR) has argued.

Research Paper

This paper describes the use and application of various ‘neuromarketing’ techniques to market research studies.

Article

This article explores how the BBC used emotional reactions to content to refine its content marketing offering and offers advice for brands on telling effective stories.

Research Paper

Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers’ emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results.

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Research Paper

This paper investigates consumers’ biometric responses to a range of different mobile advertising formats, including interstitial, in-stream and sidekick units.

Research Paper

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.

Article

This paper describes how Marks & Spencer, the UK fashion and food retailer, reviewed the layout and navigability of the formal menswear department in order to align with the ways in which people naturally shop.

Article

This paper describes a UK research project by Egmont Publishing to explore whether time-poor parents still read to their children and, if so, whether they use a digital device or a print book, and the emotional drivers around this activity.

Article

This paper describes how BBC Global News Ltd used an innovative research methodology to measure emotional engagement to content-led marketing and how the research has impacted on the industry and BBC Global News Ltd's content marketing offering.

Article

This article explores a UK study by the IAB, representing the advertising interests of digital media companies, into the areas of peak media engagement in a typical evening, demonstrating that at least half of those are not TV-related.

Article

This case study explains how BBC Global News, an advertiser-funded news organisation that operates in all countries except the UK, used emotion-testing technology to measure the effectiveness of its content-led marketing.

Research Paper

This paper describes a qualitative research project for Unilever, the consumer goods manufacturer, which wanted to understand better how Turkish men shopped online for personal care products.

Article

This article offers a neuroscientific perspective on whether the ASMR trend has staying power, or whether it will be the 'next big thing' that becomes the next forgotten fad.

Research Paper

This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.

Research Paper

This paper discusses how best to use 'non-conscious' methods of research, including misconceptions of such methods and the damaging trend for researchers to claim they are using them when they are not.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Research Paper

Marketers and advertisers increasingly acknowledge that a large proportion of human decision making is intuitive, automatic, and often without conscious control or effort.

Research Paper

Current practice in the field of neuromarketing either regards physiological measures as superior to self-reporting or uses just one type of measure.

Research Paper

This article aims to determine the effectiveness of popular content-led marketing solutions, revealing that they can deliver positive emotional engagement and a dramatic impact on advertising brands.

Article

This paper by the BBC's StoryWorks examines the key metrics that allow marketers to approach the challenge of measuring the effectiveness of content-led marketing.

Article

This article outlines practical applications of artificial technology (AI) and data science in marketing.

Case Study

This case study describes how AOL, a multinational mass media organisation in the USA, used Sticky's new technology to uncover deeper insights into how people react to their websites.

Article

This article argues that customers are much more receptive to content-led marketing, which displays the brand; new technologies in facial coding are aiding the development of affecting content.

Article

This event report addresses how Turner Broadcasting has used neuroscience to track the effectiveness of TV ads during the "March Madness" basketball tournament.