Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.
Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 104-116
This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.
Many reasons have been put forward for the decline in creative effectiveness, including a focus on data and the neglect of gut feel, but a rigorous measurement strategy is necessary if marketers are to be confident that they are making the correct ...
A recent LinkedIn survey found that two-thirds of B2B marketers believe that businesses grow by increasing loyalty, not by customer acquisition, but Peter Field begs to differ and he believes account-based marketing is the problem.
Advertising share of voice and creative quality exert a more consistent impact on sales than promotions for quick service restaurant (QSR) chains, according to a study in the Journal of Advertising Research (JAR).
With the launch of a new report and online tool for working out optimal media mixes, Thinkbox aims to provide a starting point for investment decisions based on an econometric analysis of over £1 billion of media spend – and no, it’s not just about ...
Social’s role in strategy is growing: it is capable of fulfilling both long- and short-term business objectives; with smart influencer selection, it can lean on voices that drive growth; and its conversational nature can fuel brand bravery, leading ...
Australian Advertising Effectiveness Rules, a new report by effectiveness experts Peter Field and Rob Brittain, in association with the Communications Council, takes a deep look at the new Australian Effies database.
New content strategies, novel ways of driving footfall, real stories and a focus on the next generation of parents are among the marketing trends that are proving successful in the MENA region according to a new WARC report.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
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