Stephen Whiteside, Event Reports, South by Southwest, March 2015
This event report outlines how storyboards have helped shape Airbnb's core brand mission, as well as assisting in its day-to-day projects.
ARF Ogilvy Awards, Silver, Entertainment & sports, 2015
This case study explains how Comedy Central, the US TV station, promoted 'Key & Peele', a TV series, to multicultural millennials.
ARF Ogilvy Awards, Gold, Entertainment & sports, 2015
This case study explains how American cable channel ESPN promoted the new playoff finals for College Football, by explaining the format and building excitement.
Peter Fisk, Market Leader, Quarter 2, 2015
This article considers what marketers can learn from the ideas, characters and storytellers of Disney-Pixar.
Nina Gilbert, Market Leader, Quarter 2, 2015
This article explains why loyalty platforms can be key to future publishing success, creating perceived value and affinity in the eyes of the customer and allowing for data capture from the part of the publisher.
Helge Thorbjørnsen, Paul Ketelaar, Jonathan van 't Riet and Micael Dahlén, Journal of Advertising Research, Vol. 55, No. 1, 2015
Future-framed marketing is highly effective in generating positive product-related word of mouth (WOM) for new products. This was demonstrated in two studies: Study 1 reported a novel online field experiment on WOM behavior; Study 2 tested the proposed WOM effects in a more controlled laboratory setting on a representative sample.
José-Domingo Mora, Robert Krider and Jason Ho, Journal of Advertising Research, Vol. 55, No. 1, 2015
How do household members influence one another’s television-viewing behaviors, and how can these behaviors affect new programming? The current study offers a method to separate two different sources of interpersonal influence among television viewers in the same household: what the authors call “social co-viewing” and the intrinsic preferences of another viewer independent of co-viewing. Applying the method to people-meter data from Mexico, the researchers found that, ultimately, wives were more influential than husbands in building audiences.
Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015
This event report outlines Xerox's "test-and-repeat" approach to native advertising, which has seen the company refine its strategy over time.
C. Samuel Craig, William H. Greene and Anthony Versaci, Journal of Advertising Research, Vol. 55, No.1, 2015
Word of mouth (WOM) is a potent force that can influence the success or failure of new products or services. Its power is amplified and intensified across diverse online and social-media platforms.