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News

NEW YORK: Neuroscience can offer a range of powerful insights into creative effectiveness, as shown by an analysis of popular Super Bowl spots conducted by Nielsen Consumer Neuroscience.

Article

This event report outlines analysis conducted by Nielsen, the research firm, into what drives effectiveness among the top-performing Super Bowl ads.

Article

This event report describes how Coca-Cola, the US multinational soft drinks manufacturer, has developed a system to process and test its many ads across Western Europe, using neuro-testing methods to inform creative and development processes.

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Article

This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

Article

This event report examines attention in the modern age, and how to best utilise the time available to engage consumers.

Article

This article explores techniques and ideas that can make an online video relevant in a saturated online context.

Article

This event report looks at LEGO’s approach to content marketing and how the toy brick has successfully involved consumers in building the brand.

Article

This Speed Read summarises the book 'The Anatomy of Humbug' by Paul Feldwick, which argues that the advertising industry can only deal with the rapidly changing media landscape if it both understands its past and rethinks its entrenched habits of thought.

Article

This article offers advice for brands who wish to reach multi-tasking shoppers, arguing that shoppper strategy must merge with other communications strategies so that a brand can speak with one voice across every channel.

Article

The article offers brands advice on how to gain and then hold consumers' engagement in a world in which attention spans have fallen to their lowest-ever levels.

News

SYDNEY: Streaming video-on-demand (SVOD) services are eating into traditional television audiences in Australia, with 15% of streaming users now claiming to watch no broadcast TV at all, a new survey has said.

Research Paper

Buyers in search of new neuromarketing methods that potentially can predict advertising effectiveness face a daunting process.

Opinion

A couple of weeks ago, 40,000 people made the arduous journey to Omaha, Nebraska. They weren't travelling to see an NFL or NBA game but to listen to Warren Buffet and Charlie Munger speak.

Article

This article explains how TV has changed - and continues to change - maintaining a prime position in advertisers' media planning despite gloomy predictions.

Research Paper

Much of what is described as advertising pretesting is better viewed as an incomplete and imaginative attempt to measure steps along a surmised hierarchical process that is only indirectly related to the purposes for which the advertising is created.

Research Paper

Today, more women are seeking public office in elections at all levels. Studies have thus drawn attention to the use of political advertising by female candidates.

Article

This best practice article argues that television is the dominant mass medium in the minds of major marketers and consumers.

Research Paper

Prior research suggested that males are more selective information processors and females are more detailed processors, but effects on advertising attention and attitudes have been largely unstudied.

Article

This article, taken from the Warc Toolkit 2014, examines how shopper marketing strategies are evolving.

Case Study

This case study describes a campaign by UNICEF UK, the children's charity, to raise money for its Syria appeal.

Article

This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure.

Article

This article argues that communications should change a business outcome, such as increasing market share, but strategies need to be measured on both buyers' rational and emotional drivers.

Research Paper

With the rapid growth of smartphone and smartphone application users, mobile apps have attracted an increasing amount of attention as an engaging platform for marketing communication.

Case Study

Between 1995 and 2005 UK consumer advice brand Which? had seen declining subscriber numbers.