Nick Gadsby, ESOMAR, Global Qualitative, November 2017
Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.
David Taylor, Market Leader, Quarter 1, 2015, pp. 49-51
This article discusses the the importance of brand familiarity, and argues that any changes to branding should be carefully considered and gradually implemented to ensure valuable brand associations in the memories of consumers are not lost in the change.
Shintaro Okazaki, Barbara Mueller and Sandra Diehl, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 258-272
Prior research has revealed that advertisements utilizing a global consumer culture positioning (GCCP) strategy more often adopt soft-sell (indirect and image-based) rather than hard-sell (direct and information-based) appeals.
Dangjaithawin Anantachai, Kanita Tungworapojwitan and Rosesanant Punithipandku, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper reports on a study that decoded the different cultural and generational meanings of colour in China, Japan, Thailand and Vietnam, in order to provide brands with a better understanding of the impact and implications of their colour choices.
Geoffrey Precourt, Event Reports, 4A's Transformation, March 2013
This report from the 4As's Transformation annual conference describes the genesis and subsequent iterations of the widely-celebrated series of humorous commercials that have been the advertising hallmark of Geico, the US automotive insurer.
Tom Reichert, Michael S. LaTour and John B. Ford, Journal of Advertising Research, Vol. 51, No. 2, 2011, pp. 436-448
Graphic sexual appeals grab attention but the advertising literature suggests that these messages are far from a “magic bullet.” Using a large national panel (N = 1,506), the current research manipulated levels of nudity in fragrance ads and assessed key constructs including Sexual Self Schema, Sensation Seeking, and dimensions of the Reidenbach-Robin Multi-dimensional Ethics Scale to determine which factors best account for individual response.
Kimberly Bissell and Amy Rask, International Journal of Advertising, Vol. 29, No. 4, 2010, pp. 643-668
This experiment tested the effectiveness of manipulated images of a Dove model, of varying shapes and sizes, to assess how or if exposure to an average or plus-size model would decrease women’s short-term internalisation of body image ideals.
Maya Bourdeau, Omar Mahmoud and Jiao Zhang, ESOMAR, Congress Odyssey, Athens, September 2010
What's UP? Ever thought about UP; Why you speak up in meetings when a hot topic comes UP but at other times you shut UP, make up excuses, so as not to stir UP trouble? And is your communication more like "3 researchers walk into a bar.
Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.