A new style of purposeful marketing that encourages participation is proving effective and was a strong commonality among many of this year’s winners, says MullenLowe UK’s Jo Arden. There’s been a tangible gear change in purpose.
Jocelyn Simon, ESOMAR, Congress, 2017
This paper describes a US research project investigating the role of emotion in digital advertising, specifically to test whether interactive formats ('high-impact ads') deliver more long-term profit-driving effects than standard banner ads.
John Kearon and Tom Malleschitz, ESOMAR, Congress, Dublin, September 2015
This article describes how 3, the UK mobile operator, shifted its advertising strategy from a rational, persuasion-based model to a seductive, emotional approach based on behavioural science, which grew its brand considerably.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
Gemma Calvert, Cristina de Balanzó and Steve Watkins, ESOMAR, Congress, Atlanta, September 2012
This paper analyses two neuroscientific techniques and contains results of an academic evaluation of the ability of electroencephalography (EEG) and eye tracking (ET) to predict advertising effectiveness.
Merry Baskin, WARC Best Practice, June 2012, pp. 50-51
The issue of paying agencies and agency remuneration has always been beset by difficulties. In this Best Practice article, Merry Baskin looks at the different ways to remunerate agencies beyond traditional and historic models of agency compensation.
Cristina de Balanzó, Rafal Ohme and Henk Eising, ESOMAR, CEE Research Forum, Krakow, March 2012
The presentation describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements.
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