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Article

This article presents the advances in neuroscience that show what creates stand-out in people's minds and how these can be applied to the design of products, packaging and advertising.

Article

This infographic is based on research from GlobalWebIndex, created with data from a survey of more than 5,871 consumers from Generation Z - defined here as internet users aged 16–20.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article outlines how to achieve brand growth through brand availability and knowing your target market, illustrating the learnings with a case study from the yoghurt sector.

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Article

This article examines how marketers should respond to the ongoing trend in B2B organisations by which buying is becoming more complex and buying journeys more digital, while marketing silos are coming down.

Research Paper

This article shows that advertisers must understand the emotional needs of their consumers in real-life moments when brands become relevant, so they can cut through the clutter at times when consumers are most receptive to their messages.

Article

This article discusses what learnings from neuroscience are revealing about how the brain responds to storytelling to encode information into long-term memory, and applying this knowledge to the 2017 WARC 100 top campaigns.

Article

This article previews a series of papers which look at how neuroscience is influencing the marketing industry and advancing consumer insight.

Article

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

Article

This article claims that many marketers take an unsophisticated approach to key account management, even though the majority of their business comes from a few big customers, and identifies five steps they can take to improve their efforts.

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

Article

This short article lists the books that influenced Antony Mayfield, partner and CEO at Brilliant Noise.

Article

This article examines how measuring digital advertising through clicks reveals little about the ad's performance in its target market and is contributing to a worrying trend towards short-termism in marketing.

Article

This article argues that strategists, in spite of constantly talking about emotions, actually treat emotional communication rather crudely - only referencing one emotion, or only understanding them as a desired consumer response.

Article

This article introduces the Admap Prize 2017, which answered the question of how best to use TV and social media.

Article

This infographic is based on research from GlobalWebIndex, created with data from a survey of more than 19,000 tablet users - here defined as those who say they have accessed the internet on a tablet in the past month.

Article

This article examines why creative effectiveness has halved since 2011 and how marketing needs to change to focus on long-term brand health with improved creative effectiveness.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.

Article

This article explains how marketers can guide brand owners through the prevalent paradoxes of the industry by adopting a paradigm that moves towards a both/and framework.

Article

This article posits that social media should be used to spur engagement and interaction with the 'conversation-starting' TV campaign, providing four steps to doing so.

Article

This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.

Article

This article examines the immense power of Instagram and its wealth of user-generated content, which brands can use to create cultural value that goes beyond products.

Article

This article shows how marketers can satisfy short-term demands without damaging the brand's long-term health, by using better performance metrics and each of these having a separate role.