News
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02 August 2019
In a move that may unnerve copywriters across the advertising industry, JP Morgan Chase has announced that it has struck a five-year deal with a tech firm whose AI-generated marketing copy is said to be more effective than that written by humans.
Opinion
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Alex Darmon, June 2019
Marketing efforts tend to be focused around images, videos, stories, and few people give a thought to the role of the humble full stop or comma.
Opinion
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Faris Yakob, June 2019
Certain ideas, though ancient, have retained their power. Faris Yakob explores the ways in which Aristotle's Ars Rhetorica has influenced this industry.
Opinion
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Catherine Barr, January 2019
Catherine Barr shares the four golden rules of transcreation she’s learnt setting up creative translation agency franklyfluent.
Article
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Orlando Wood, Admap, September 2018, pp. 10-14
With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.
News
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01 June 2018
NEW YORK: A deeper appreciation of classical rhetoric could help advertising practitioners and scholars improve their understanding of what makes for strong creative, according a paper in the Journal of Advertising Research (JAR).
Article
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Low Lai Chow, WARC Exclusive, April 2018
Well-known brands including McDonalds, Samsung and Oppo are using colour, logo and multichannel branding to boost their brand recognition and saliency with consumers.
Article
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Richard Shotton, Market Leader, Quarter 2, 2018, pp. 36-39
Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.
Opinion
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Malcolm White, March 2018
In the creative communications industry, it feels vital to find exactly the right words but, Malcolm White asks, why not use malapropisms as a resource to define a brand’s essence and values? Close to...
Article
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Tom Ewing, WARC Webinars, December 2017
Tom Ewing, Head of Communication at System1 Group, explains how to use Fluent Devices to deliver brand-building impact and why these long-term brand-building strategies continue to deliver better business returns.
Research Paper
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Jieun Choi, Charles R. Taylor and Doo-Hee Lee, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 82-93
Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.
Article
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David Taylor, Market Leader, Quarter 1, 2015, pp. 49-51
This article discusses the the importance of brand familiarity, and argues that any changes to branding should be carefully considered and gradually implemented to ensure valuable brand associations in the memories of consumers are not lost in the change.
Article
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Les Binet and Sarah Carter, Admap, November 2014, pp. 9-9
This article argues that brands should not worry about if a campaign endline is 'ownable', but instead focus on creating a distinctive and consistent brand voice.
Article
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Ian Stockley, Admap, April 2014, pp. 42-43
This article details 10 tips to improve copywriting, all supported by the key principle of enjoying it.
Article
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Molly Flatt, Admap, October 2013, pp. 17-17
This article discusses the role of copy-writing in marketing, using an example of a long copy campaign from Apple, the electronics company, as a 'how not to'.
Research Paper
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Chiranjeev Kohli, Sunil Thomas and Rajneesh Suri, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 31-42
Slogans are very important in brand building, and recall is considered one of the most effective measures of slogan success.
Article
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Laura Mazur, Market Leader, Quarter 2, 2013, pp. 56-57
This article argues that clear, concise and correct writing is an essential part of how the world sees your brand or organisation, and lists and expands on the seven chief writing mistakes to avoid.
Article
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Jeremy Bullmore, Market Leader, Quarter 4, 2012, pp. 20-20
If controversial recommendations are to be taken seriously, they need to come from a credible source or the would-be experts risk shooting themselves in the credibilities.
Article
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Les Binet and Sarah Carter, Admap, June 2012, pp. 9-9
The authors of this brief article criticise the misuse of the word 'passion' within marketing materials, which has become an overused exaggeration.
Research Paper
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Erlinde Cornelis, Leen Adams and Veroline Cauberghe, International Journal of Advertising, Vol. 31, No. 2, 2012, pp. 397-420
In a 2 (ad tone: emotional versus rational) × 2 (ad’s regulatory focus: prevention versus promotion) × 2 (viewer’s self-regulatory focus: prevention versus promotion) between-subjects experimental design, the effectiveness of fair trade campaigns is tested.
Article
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Rebecca Moody, with Diana Caplinska and Chris Skillicorn, Admap, May 2012, pp. 16-17
In an age when search engines are increasingly becoming the filter for brands, the choice of words has never been so important.
Article
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Millward Brown Knowledge Point, March 2012
Voiceovers are commonly used in ads across the world, and are often used to convey information, which they can do effectively.
Article
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John Woodward, Admap, January 2012, pp. 7-7
Researchers at the University of Miami tested end-lines that told people what to do and discovered that, actually, people would often do the opposite.
Article
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Millward Brown Knowledge Point, April 2011
When well-used and oft-repeated, a slogan can become part of the fabric of a brand. But how do you build a strong connection between slogan and brand? It's not simply a matter of tacking a slogan onto an ad, because an ad with a slogan isn't necessarily more effective than an ad without one.
Article
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Paul Feldwick, Admap, January 2011, pp. 50-50
Paul Feldwick is asked to consider the question, "Has the amount of time we spend online shortened our attention spans, and has this led to the demise of long copy ads?" Both sides of the debate over shorter attention spans is considered and the demise of long copy ads can be traced back to long before the internet revolution.
