LONDON/MELBOURNE: Brands need to understand how advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant, according to a trio of researchers.
Ben Kozary, Michael Sankey and Ken Roberts, Admap, September 2017, pp. 20-21
This article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.
Brian Carruthers, Event Reports, Neuromarketing World Forum, March 2017
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.
Ian Gibbs, WARC Best Practice, March 2017
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.
Chris Walmsley, WARC Exclusive, January 2016, pp. 47-47
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.
Lou Spadaro, Admap, December 2015, pp. 32-33
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.
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.
Spike Cramphorn, International Journal of Market Research, Vol. 56, No. 5, 2014, pp. 571-590
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.