Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
Michael McCourt and Ben Stewart, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018
BT, a telecommunications company, reconnected with business people in the UK by leveraging the power of emotion to make a modest advertising budget more effective (and more efficient); generating a net profit of over £14.5m and delivering a ROMI of £3.16.
Jooseop Lim and Tieshan Li, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 228-239
This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.
Jocelyn Simon, ESOMAR, Congress, 2017
This paper describes a US research project investigating the role of emotion in digital advertising, specifically to test whether interactive formats ('high-impact ads') deliver more long-term profit-driving effects than standard banner ads.
Kit Lansdell and Dan Connor, The Communications Council, Silver, Australian Effie Awards, 2017
This case study looks at how Wrigley Pacific's brand 'Extra', partnered with The Bachelor and Woolworths, used an emotional strategy and real-time messaging to record growth in a declining market of gum buyers in Australia.
Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
Dominic Twose, Admap, March 2017, pp. 10-12
This article describes key learnings from the use of facial coding to assess ad responses to understand how advertising success is affected by emotional response, and to understand how that response can be measured.