LONDON: Many of the UK’s top retailers have again splashed out on cinematic-style blockbuster ads in the run up to Christmas, but with consumers cutting back on their spending there is evidence that simpler ads could be more effective.
Yener Girisken and Secil Hasegeli Yagli, ESOMAR, Congress, 2017
This paper looks at audiences' emotional reactions to television commercials (TVCs) to determine what appeals to Generation Z consumers and whether these same elements cause a tension for older consumers.
Graeme Newell and Frank Buckler, ESOMAR, Congress, 2017
This paper presents the findings of an exhaustive study that used AI-based methods to provide a new level of evidence of what makes successful advertising and which creative content makes an ad sell more.
Typically, art and science are presented as opposites. But Dentsu Mitchell’s Eaon Pritchard argues that the problem lies with formulas and not with the scientific method, which can inform the creative process just as it informs science, through observations, hypotheses, and experimentation.
Brian Carruthers, Event Reports, Neuromarketing World Forum, March 2017
This event report describes how Coca-Cola, the US multinational soft drinks manufacturer, has developed a system to process and test its many ads across Western Europe, using neuro-testing methods to inform creative and development processes.
LONDON: Animation has the potential to make difficult subject matter understandable to consumers, but relatively few organisations use it in their marketing content on digital channels and even fewer do it well, a new report says.
Caroline Hayter, Admap, October 2016, pp. 10-12
This article outlines six principles for improving clarity and precision when researching creative, by borrowing techniques from behavioural and social science that capture what people are really thinking.