Juliana Oliveira and Maria Carolina Rodrigues, ESOMAR, Latin America, 2018
This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.
Nathalie Dens, Patrick De Pelsmacker, Peter Goos and Leonids Aleksandrovs, International Journal of Market Research, Vol. 58, No. 5, 2016, pp. 649-670
This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.
Tom Vannozzi, Andy Lack, Luke Mantell, Julie Knox, ESOMAR, Congress, New Orleans, September 2016
This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.
Davit Davtyan, Kristin Stewart and Isabella Cunningham, Journal of Advertising Research, Vol. 56, No. 3, 2016, pp. 299-310
Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.
David Penn and Judy Harman, MRS Awards, Finalist, December 2015
This case study shows how Newsworks, the marketing body for national newspapers, demonstrated that when people view advertised brands within a familiar or loved media context, they form a positive impression of the advertised brand, and the effect is stronger when the relationship is deep.
Nora J. Rifon, Elizabeth Taylor Quilliam, Hye-Jin Paek, Lorraine J. Weatherspoon, Soo-Kyong Kim and Karen C. Smreker, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 475-508
Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.
Soontae An and Hannah Kang, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 509-532
This study analysed advergames on top online gaming websites for children. The content of 131 websites was analysed to see whether each site contained advergames, particularly advergames for food products, and the way the advergames were presented to children.
Olga Churkina-Voigt and Nick Drew, ESOMAR, Digital Dimensions, June 2014
This paper examines the impact of technology on memory, including how smartphones have changed consumer behaviour and how this might affect the ability to remember information, including brand messaging.