NEW YORK: Agency executives mix factors like gut instinct and experience with more analytical approaches when choosing which ideas to show clients, according to a study published in the Journal of Advertising Research (JAR).
NEW YORK: The proper match of a product and endorser not only can move consumers along the path to purchase but can also positively affect financial market performance, according to new research published in the Journal of Advertising Research ...
LONDON: Many of the UK’s top retailers have again splashed out on cinematic-style blockbuster ads in the run up to Christmas, but with consumers cutting back on their spending there is evidence that simpler ads could be more effective.
Graeme Newell and Frank Buckler, ESOMAR, Congress, 2017
This paper presents the findings of an exhaustive study that used AI-based methods to provide a new level of evidence of what makes successful advertising and which creative content makes an ad sell more.
Yener Girisken and Secil Hasegeli Yagli, ESOMAR, Congress, 2017
This paper looks at audiences' emotional reactions to television commercials (TVCs) to determine what appeals to Generation Z consumers and whether these same elements cause a tension for older consumers.
Typically, art and science are presented as opposites. But Dentsu Mitchell’s Eaon Pritchard argues that the problem lies with formulas and not with the scientific method, which can inform the creative process just as it informs science, through observations, hypotheses, and experimentation.
Brian Carruthers, Event Reports, Neuromarketing World Forum, March 2017
This event report describes how Coca-Cola, the US multinational soft drinks manufacturer, has developed a system to process and test its many ads across Western Europe, using neuro-testing methods to inform creative and development processes.
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.