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Article

Analysis of Millward Brown's data indicates that brands can "go dark" - i.e. stop or suspend TV advertising - for six months or so with little deleterious effect, but longer periods are likely to weaken brand health.

Article

Voiceovers are commonly used in ads across the world, and are often used to convey information, which they can do effectively.

Article

This Knowledge Point article looks at advertising wear-out. Broadly speaking, the response generated by a TV ad doesn't change much over time.

Article

In times of economic uncertainty, marketers tend to shift their focus from long-term strategy to short-term sales.

Article

Though the proportion of ads that "go viral" in any meaningful way is small, it is possible to increase the odds of success.

Article

This Knowledge Point looks at the best ways brands can engage with social media. The way consumers view online social networks means that the normal rules of marketing do not apply; the emphasis needs to be on dialogue and a sense of community.

Article

The level of TV advertising clutter varies greatly by country, and the amount of clutter affects the ability of ads to cut through.

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Overall men and women show little difference in the way they respond to advertising, whether measured by reported rating or emotional response.

Article

When well-used and oft-repeated, a slogan can become part of the fabric of a brand. But how do you build a strong connection between slogan and brand? It's not simply a matter of tacking a slogan onto an ad, because an ad with a slogan isn't necessarily more effective than an ad without one.

Article

While the primary purpose of direct marketing is the achievement of an immediate and specific response (such as trial, purchase, or inquiry), large-scale direct marketing can have other positive effects as well.

Article

The role and use of emotion in advertising is discussed in this article from Millward Brown. It argues that the generation of emotion is crucial for successful marketing and that many brands benefit from an association with positive emotions.

Article

While customer satisfaction is a critical component of brand equity, companies often underdeliver on service.

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Brands can generate a positive buzz about themselves with highly enjoyable and involving marketing activity.

Article

Many companies own multiple brands, and while this has undoubted advantages, there are pitfalls to be avoided.

Article

Web sites can be a valuable part of a brand’s marketing plan. You can add considerably to a site’s effectiveness if you consider not just the quality of content, but also aspects of site design such as distinctiveness, ease of use, personalization and innovation.

Article

This Knowledge Point article states that comparative advertising can be effective even when it does not disclose the name of a specific competitor.

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This Knowledge Point article argues that business professionals are also consumers, and they respond to advertising in both capacities.

Article

In an earlier Knowledge Point article, “Why is it so difficult to produce world class international advertising?”, the article highlighted the pitfalls to be avoided in producing global advertising.

Article

The cinema offers a good opportunity to reach a younger audience across the globe. The “cinema experience”, with its shared nature, tends to lead to greater attention being paid to advertising, making it more memorable, so cinema ads can boost the impact of a TV campaign.

Article

A brand may change its name for a number of reasons. The rebranding process will have a direct impact on the success of the name change.

Article

Brands have a valuable role to play in business-to-business markets, but there are several key differences from consumer markets which need to be taken into account when planning any campaign.

Article

Umbrella branding can be a successful marketing strategy. However, this depends on having a consistent and clear brand identity across the variants.

Article

This Knowledge Point article states that most successful launches are supported by strong advertising.

Article

Experience from the last recession shows that it is common for marketing spend to be squeezed and emphasis placed on maximising short-term sales uplifts, through promotions, to help meet profit targets.

Article

While much advertising is aimed at a broad spectrum of children, it should be recognized that there are wide differences in cognitive and emotional development between younger and older children.