LONDON: Programmatic, personalisation, content, social media and response-led digital have led to the exponential growth in collateral that has allowed a creativity deficit to widen in marketing, says Oliver Feldwick, prompting the need for ...
Malcolm White believes that marketing communications should strive to be useful, rather than entertaining, which could also have the knock-on effect of making what marketers and communicators do be regarded as more useful, and maybe more valuable, too.
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.
Samantha Bond, Patricia Dominguez and Nijat Mammadbayli, ESOMAR, Corporate Young Professional Award, Congress, 2017
This paper investigates whether increasing public education of the European refugee crisis by tackling barriers to support with targeted communication can positively influence a change in public attitudes.
Ben Kozary, Michael Sankey and Ken Roberts, Admap, September 2017, pp. 20-21
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.
Pete Buckley and Richard Bradford, Admap, July/August 2017
This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.