Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


46 results found
Sort by

Opinion

If I were to suggest that almost every conversation you have about brands is influenced by the thinking of a Viennese psychologist, you'd probably think I was talking about Sigmund Freud.

Article

This article assesses the legacy, or lack thereof, left by the motivation researcher Ernest Dichter.

Opinion

In 1934, the young Rosser Reeves left his small town home in Danville, Virginia for the bright lights of New York City, following his dream of working as an advertising copywriter.

Article

This event report provide guidance for brands seeking to leverage product placement, based on the views of Starcom MediaVest and Turner Broadcasting.

Article

This article describes how Channel 4, the UK TV broadcaster, devised a gamified quantitative survey in order to understand the impact of product placement.

Article

This article discusses the hype around the behavioural economics, arguing that the idea that advertising can work a 'hidden magic' on consumers is difficult to substantiate.

Research Paper

This article seeks to uncover the complexities of the creative director’s leadership role in advertising agencies.

Research Paper

This exploratory cross-cultural study examines the experiences of women in advertising creative departments in Spain and the United States.

Article

The role of the unconscious has long been of interest to marketers and this paper examines new thinking in psychology, neurology and sociology that has implications for how advertisers think about the unconscious.

Research Paper

The rapidly changing television landscape and viewing fragmentation has produced a need for new understanding of how ad placement can enhance advertising effectiveness.

Article

A concise history of market research, from its beginnings in the 1940s with Maslow's Hierarchy of Needs, to Vance Packard's Hidden Persuaders in the 1950s and George Gallup's influential work in the 1960s, through the rise and rise of qualitative research in the 1970s and 1980s, focus groups in the 1990s and behavioural economics in the noughties, to some predictions for the coming decade.

Research Paper

This paper points out recent biometric studies showing that the effects of advertising depend on a third dimension, i.e.

Case Study

Caja Madrid wanted to promote its great interest rate on CDs, so it painted its new product as one that was driving the competition mad.

Article

This article summarises the key arguments of "Buyology -Truth and Lies About Why We Buy", by Martin Lindstrom (Doubleday/Broadway Business, 2008).

Article

In this article, WARC Online’s regular columnist Tummler discusses product placement. While product placement is not a new phenomenon, it is increasingly being promoted by marketers facing a variety of obstacles, from increasing ad clutter to marketers slashing their conventional media budgets.

Research Paper

Over the years, the practice of placing branded products within films has gained popularity worldwide.

Article

This article reviews the historical development of seeking to measure psychological and subconscious influences on people’s responses to advertising and brands.

Research Paper

This Comments section discusses the ways in which women are being depicted in contemporary advertisements.

Research Paper

Regulation of advertising to children is receiving increased attention. We need to distinguish areas where practice needs reform from criticism based on flawed models of how advertising works and from wrongly perceived changes in advertising practice.

News

LONDON: No Hiding Place was ITV's best known early police drama series, circa 1959. Fast-forward forty-nine years ... and dredged from the collective subconscious of the UK's largest commercial TV broadcaster comes an advertising idea perhaps ...

Research Paper

The debate surrounding the ethics of advertising to children generally centres on the age at which children have developed sufficient cognitive resources both to understand the persuasive intent of marketing messages and to critically evaluate them.

Research Paper

The effectiveness of advertising is diminishing. A fragmenting audience, increasing advertising overload and the consumer's growing possibilities of avoiding commercial threaten the relevance of 'above the line' advertising.

News

NEW YORK: A formula that would exorcize TV moguls' and marketers' most feared phantom - ad skipping via digital video recorders - could be disinterred from the dust of one hundred and seven years.

Research Paper

This paper investigates the dominance of the information processing model in TV advertising. Despite theoretical and empirical evidence that supports the importance of factors such as emotional content and creativity, the authors show that a rational information-based persuasion model, which pre-dates the development of formal marketing, persists in its domination of almost all TV advertising development and evaluation.

Research Paper

This paper reviews the history of qualitative market and social research over the past 60 years, in terms of the psych-social, political, economic, marketing and technological changes during that time, and forecasts future developments.