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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.

Article

Lulu Raghavan of Landor Associates Mumbai claims that brand managers spend lots of time thinking about a brand's visual identity but little time on how it sounds.

Article

There is a magical power in words, but most of the efforts of contemporary copywriters are thoughtlessly clumsy.

Article

In this article, marketers are reminded that the success of their campaigns will be "crucial" to the U.S.

Article

The march of technology may have changed the way we consume media, but the ancient art of storytelling is as alive and relevant today as it ever was.

Article

J. Walker Smith examines the effects of the recession and states that marketers must make consumers feel confident again.

Article

This article draws on a speech made by Lord Saatchi at the launch of the IPA's 'Creative Britain' campaign.