Nick Gadsby, ESOMAR, Global Qualitative, November 2017
Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.
This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.
Yener Girisken and Secil Hasegeli Yagli, ESOMAR, Congress, 2017
This paper looks at audiences' emotional reactions to television commercials (TVCs) to determine what appeals to Generation Z consumers and whether these same elements cause a tension for older consumers.
Graeme Newell and Frank Buckler, ESOMAR, Congress, 2017
This paper presents the findings of an exhaustive study that used AI-based methods to provide a new level of evidence of what makes successful advertising and which creative content makes an ad sell more.
Nicola Barrett and Robert Ellis, ESOMAR, Congress, 2017
This paper explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.
Patrick Fagan and Sally Wu, ESOMAR, Congress, 2017
This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.
This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.
This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.
Michael E. Smith, Admap, July/August 2017
This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.