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Recall & recognition

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Article

This article provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

News

SYDNEY: When MyBudget, a personal financial budgeting service in Australia, found leads dropping after launching new TV commercials (TVCs), the company turned to neuroscience to reverse the trend.

Article

When MyBudget, a personal budgeting service in Australia, found leads dropping for the first time ever after launching rebranded TVCs, the company used neuroscience to determine the cause of failure and relaunched to record a 50% increase in leads year on year.

News

SYDNEY: Australia's reputation for bravery and innovation in advertising has taken a knock as a survey shows that more than half of the nation's consumers can't remember a single ad they really liked or disliked.

News

SYDNEY: It's time for brands to think beyond art and embrace science, as neuroscientific research can now show how creative choice in ads can actually drive away potential customers, an academic has said.

Article

This article explores the link between long term memory encoding and commercial effectiveness, and how marketers can use neuroscience to create more effective campaigns.

Article

This article offers tips for developing engaging digital video creative, based on research by Ipsos, the market research and consultancy firm.

Research Paper

This paper examines divided attention in TV viewers in the Indian market and whether the time is right for marketers measuring audiences to enter into behaviour-based measurement.

Article

This article examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Article

This event report outlines research conducted by AOL, the media group, regarding how to improve consumer engagement with digital video ads.

News

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.

Research Paper

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

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

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

Research Paper

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

Article

This event report outlines how HP, the information technology group, is tackling the issues of ad viewability and reliability in digital measurement.

Article

This event report provides various insights from ESPN, the sports-focused media group, regarding the effectiveness of cross-platform advertising.

Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

News

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.

Article

This article offers advice on building effective mobile-first campaigns, based on new research.

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 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.

Article

This article examines how vital the use of TV is for financial services brands, especially ones that operate in the property and casualty insurance space.

Research Paper

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.