The Feldwick Factor
In today's research world, recently dominated by debates on 'neuroscience', what would you recommend in terms of methodology and approach to measuring emotions in advertising?
Jo Booth, global planning director, EuroRSCG
In 1995, orange juice brand Tropicana launched a new TV commercial in the UK. The previous campaign, which featured singing parrots, had scored highly on traditional measures of 'cut-through' and enjoyment. But the parrots had failed to drive sales, which were in decline. The new ad, 'Breakfast in America', used Tropicana's US heritage, showing beautifully-shot cameos of breakfast in New York,...