Get a demo Do I subscribe? News sign-up Sample reports

Communications development research

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

147 results found
Sort by

Article

Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Article

Discusses how Addict’Aide, a French organisation that raises awareness about any kind of addiction such as drugs, alcohol or gambling, gained global visibility in 2017 with its 'Like My Addiction' campaign and created a follow-up campaign, Le Secret de Laurence.

Research Paper

Nationwide Building Society, a British financial services company, used a bespoke research methodology to provide feedback on Nationwide's 12 emotionally powerful poems.

Article

The use of sign language in TV advertising has generally been a rare one-off related to a particular campaign.

Article

This article explains how the gap between consumers and technology, such as Artificial Intelligence and machine learning, is closing ever more rapidly and affecting how we buy.

Article

Provides five ways that marketers can tap the power of visual communications to deliver a unique and memorable marketing message.

News

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.

Article

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.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Article

This event report details how United Healthcare, the healthcare provider, has used humor to engage with its target audience in new ways.

News

CAMBRIDGE, MA: Brands need to adopt a portfolio approach to the material they post on social media, with a mix of emotional content and product information, to drive both engagement and purchase, an academic has said.

Article

This article outlines what guidelines marketers should follow to ensure that they get it right when disseminating public health information digitally to diverse audiences on their device of choice - a function that has now become an important part of modern-day healthcare.

Research Paper

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.

Article

In this article, Malcolm White proposes that the industry adopts a new way of judging creative development to avoid the danger of merely conducting a taste test.

Article

This article outlines six principles for improving clarity and precision when researching creative, by borrowing techniques from behavioural and social science that capture what people are really thinking.

Article

In this webinar, Faris Yakob, Founding Partner of Genius Steals, explains how to create better and more creative briefs.

Article

This article argues that to be agile a brand needs a high-level emotionally engaging idea or purpose that can be easily adapted to multiple campaign executions.

Article

This article explains how one agency delivered a successful campaign which took only 14 days to produce, and draws out some lessons from that experience.

Article

This article argues that advertising should adopt a 'lean' approach which takes campaigns to market quickly, in order to create and refine better ad campaigns.

Article

This article argues that, rather than prioritising between technology and creativity, the key to success is in developing creative big ideas that are true to the brand, and using data and technology-driven approaches to execute them in the right context.