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News

NEW YORK: A deeper appreciation of classical rhetoric could help advertising practitioners and scholars improve their understanding of what makes for strong creative, according a paper in the Journal of Advertising Research (JAR).

Article

Well-known brands including McDonalds, Samsung and Oppo are using colour, logo and multichannel branding to boost their brand recognition and saliency with consumers.

Article

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Opinion

In the creative communications industry, it feels vital to find exactly the right words but, Malcolm White asks, why not use malapropisms as a resource to define a brand’s essence and values? Close to...

Article

Tom Ewing, Head of Communication at System1 Group, explains how to use Fluent Devices to deliver brand-building impact and why these long-term brand-building strategies continue to deliver better business returns.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Article

This article is based on an interview with Keith Reinhard, DDB Worldwide's Chairman Emeritus, and discusses many of the fundamental questions now facing the advertising industry.

Article

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.

Article

This article argues that brands should not worry about if a campaign endline is 'ownable', but instead focus on creating a distinctive and consistent brand voice.

Case Study

This case study describes how L'Oreal, the skincare brand, launched the White Perfect Clinical Product, a skin whitening range, to reach Chinese women.

Article

This article details 10 tips to improve copywriting, all supported by the key principle of enjoying it.

Opinion

In general, I despise the Chicken-licken approach to progress. The insistence that the latest piece of popular technology means curtains for morality, journalism, God, society, TV, music, or whichever pursuit you have a vested interest in preserving in its current form, is an age-old instinct of human nature which never fails to be both boring and inaccurate.

Article

This article discusses the role of copy-writing in marketing, using an example of a long copy campaign from Apple, the electronics company, as a 'how not to'.

Article

This article argues that clear, concise and correct writing is an essential part of how the world sees your brand or organisation, and lists and expands on the seven chief writing mistakes to avoid.

Research Paper

Slogans are very important in brand building, and recall is considered one of the most effective measures of slogan success.

Article

If controversial recommendations are to be taken seriously, they need to come from a credible source or the would-be experts risk shooting themselves in the credibilities.

Article

The authors of this brief article criticise the misuse of the word 'passion' within marketing materials, which has become an overused exaggeration.

Research Paper

In a 2 (ad tone: emotional versus rational) × 2 (ad’s regulatory focus: prevention versus promotion) × 2 (viewer’s self-regulatory focus: prevention versus promotion) between-subjects experimental design, the effectiveness of fair trade campaigns is tested.

Article

In an age when search engines are increasingly becoming the filter for brands, the choice of words has never been so important.

Article

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

Article

Researchers at the University of Miami tested end-lines that told people what to do and discovered that, actually, people would often do the opposite.

Article

This paper provides an overview of the global advertising agency industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

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

Paul Feldwick is asked to consider the question, "Has the amount of time we spend online shortened our attention spans, and has this led to the demise of long copy ads?" Both sides of the debate over shorter attention spans is considered and the demise of long copy ads can be traced back to long before the internet revolution.