Ed Harrison, of System1 Research, the company behind the acclaimed, best-selling IPA publication, Lemon (2019), describes a change in advertising style that has occurred over the last 15 years and links this to falling advertising effectiveness.Ed will share that a golden age for advertising technology has been far from a golden age for advertising creativity. Referencing the brain and how it attends to the world, he'll reveal how an attentional shift in the 21st Century in society, business and advertising has led to flatter, more abstract and devitalised work; an advertising style that is diametrically opposed to effectiveness. Describing how the brain attends to art, sculpture, music, and advertising, he will offer guidance on the type of advertising that moves and entertains audiences, and so achieves profitable growth.Lemon chronicles the decline in creative effectiveness, identifies why it has happened and provides tangible solutions to reverse it.
Developing successful communication is becoming more and more difficult every day, particularly because people are exposed to an exponential number of stimuli, which makes them block out everything they do not consider relevant for their survival and/or more intrinsic needs. However, in order to help brands and their communications succeed in their business objectives, new technologies and theories about how people make decisions are being developed. First of all is the neuroscience development allowing a better understanding of how the brain works. For example, exploring the now well-known brain systems, one intuitive (System 1) and the other deliberative (System 2), strong conclusions about the impact of emotions in advertising, and later in building valuable brands, are being made. On the other hand, facial expressions are recognized as a manifestation of the unconsciousness of our emotions and thanks to technology advancements, facial coding can be used in a scalable way to better understand how advertising impacts human emotions. Then again, facial coding should not exist as an isolated element of communication understanding; it is important to have a holistic understanding between emotions and deliberative responses using direct questions. Therefore, in order to demonstrate the power of holistic analysis with System 1 and System 2, this paper explores three real cases of creative development for one of the most important companies of FMCG in Latin America: Alicorp. These cases helped to build successful campaigns that positively impacted Alicorp's business and their brands.
Measuring advertising effectiveness to an increasing extent has become a part of evaluating the integrated communications mix. Apart from mass advertising, activities such as promotion, outdoor sponsoring, direct marketing and above all new media have become much more important. The lines that used to separate advertising from disciplines such as design and fashion, have also become more blurred. For some people, however, the tensions between research and marketing communication have not completely disappeared. Questions still linger about whether todays researchers can succeed in convincing advertising specialists that they make a valuable contribution, and whether advertising research actually delivers what it should. As for the communications industry, how far does it continue to hide behind stereotyped positions, for instance that research is an obstacle to creativity, or that it is impossible to measure the real effects of commercial communications? In this issue of Research World we focus on the way in which advertisers and researchers work together. We speak with the persuaders to find out if they are satisfied with the services that researchers deliver. We look at the research contribution to ask: in which direction is the relationship heading - will it remain difficult or is that now changing?
This paper aims to provide insight into the role and value of Web advertising and media planning. Three criteria are seen as playing a role in the media planning process: quantitative reach, qualitative reach, and costs. A literature review shows that not much is known about the second criterion, in particular peoples motives, attitudes and behavior toward Web sites and Web advertising. Subsequent stages of the study - unstructured interviews, a face-to-face survey, and qualitative content analysis - aim to improve our understanding of these concepts.
The youth market is a complex market with many divisions, many apparent contradictions and many ambiguities. It is also a rapidly changing market but high-tech state of the art products coexist alongside very traditional products. A parallel can be drawn between computers and television because just as previous generations have grown up with television and television advertising, today's generation is growing up with computers which offer interaction
The outdoor medium will soon be the only mass reach broadcast medium. Until recently we have had very little data with which to compare the quality of one site against another or to understand how different types of contacts work both against different audiences and for different messages. Media buyers have to make cost-effective inter-site decisions whilst planners need to understand what differentiated consumer groups absorb from different forms of outdoor media and, more importantly, which type of message lends itself to those various forms of outdoor. Art directors and copy writers have to create poster advertisements which will attract the maximum of attention from consumers. This paper will provide the audience with an understanding of the existing industry research available and insights from proprietary research undertaken on behalf of Leo Burnett in 1996 regarding the visual impact of different types of creative work.
Relationship with a medium, in the sense of usage of and attitude towards a medium, is underestimated in media-planning. Reading intensity seems to be a good indicator for page exposure, so for the opportunity to see an advertisement. Satisfaction with and attachment to the medium correlate positively correlated with usage. Furthermore these factors create a good atmosphere for contact with the advertisement in a medium. The image congruence hypothesis is introduced. This theory implies that consumers select products and stores that correspond to their self image. Our study proves a high correlation between self image and the image of the medium. The congruity seems to be of importance not only for buying a medium but also for dealing with the medium and the attachment to the medium. Altogether the findings of our study indicate that image congruence is of great importance for both the creative side of advertising and for media planning (stability in contact). What is argued and proved is that quality really matters.
There is a growing recognition that successful marketing of food products should take the consumer, the ultimate judge in the market, as point of departure. This will allow producers to add value to their products while consumer needs will be more closely satisfied. As a consequence consumer motivations underlying consumer behaviour have become a central consideration in marketing of food products. Recently, means-end theory with its accompanying laddering research technique has been proposed as a new integrated way to study the relations between consumers and products. According to this approach, consumers choose products because they believe that the specific attributes of the product can help them to achieve desired ends through the consequences or benefits of product-use. This approach offers great potential for consumer oriented marketing for agricultural and food products. This paper describes means-end chain theory and the laddering data collection method, and provides an empirical application to beef. Results of a study in Belgium are reported and it is indicated how these results can serve as a basis for segmentation, product or brand assessment and advertising.
This paper attempts to show the role research is capable of playing in the process of advertising development - once the brand proposition and positioning have been firmed up. It presents a basic model for research in the advertising development process and explains the kinds of objectives research should be designed to meet at each stage, and the kinds of materials that may be used. The paper illustrates each stage with examples. A second, and subsidiary part, of the paper is the issue of gratuity bias in this market. Some thoughts about coping with this phenomenon are put forward as high top box results make interpretation of research results, including advertising pre- tests rather difficult to judge.
Studies that track te are not very frequent are very common in th hard to find in that behaviour and advertisively, approaches to our intention was to analysis of what might happen in the long term. The objective of the product categories (food, home appliances, make-up and women clothes) have evolved in the last 30 years in Brazil. "Claudia" was the mag data. It is certainly the most rappresentative feminine magazine in Brazil. The study was developed mainly to identify changes at the length of 30 years. In-fact, many signs of changes were found. However, during the analysis of the data collected, we started to perceive that the stability signs were also and even more important. The analysis concerned with: . Language and creative style . Product messages . User imagery traits . Structural aspects of advertising construction. In all these dimensions we observed that at the side of some changes, great stability in the advertising of the four product categories exists, even though constant up- dating of creative approach leads to visual changes in the ads.