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.
How Coca-Cola Japan partnered with a tech start-up to co-create an offering appropriate for their market. By addressing issues around time and efficiencies they achieved win-win outcomes. According to the Japanese Market Research Association, in 2013 the Japanese market research industry grew by only 0.8%, down from a huge increase of 8.4% in the previous year, since then the industry has grown in Japan, but has yet to reach the levels of growth seen back in 2012. This arrest in growth in the local industry was accompanied by a severe tightening of budgets across the marketing and insights functions.
The forces affecting brand marketing have resulted in many changes in recent years and will continue to do so at an accelerated rate over the next 5-10 years. One clear and damaging manifestation of these changes, not just from a publisher's viewpoint, has been a growth of sales promotion spending. This paper discusses the nature of these changes, with reference mainly to evidence from the UK. It considers how they are affecting media owners, and pays special attention to the opportunities which will arise for print advertising if the publishers adopt appropriate strategies.
The main objectives of this article are twofold: first, to illustrate the full range of potentialities of this new approach regarding consumers' segmentation, product positioning and advertising strategies; second, to highlight the close connections of means-end hierarchies with the optimum stimulation level (OSL) concept recently discussed in the academic literature. With respect to these two main research objectives, the analysis is conducted using a structural equation modeling approach which enables the researcher to have a powerful analysis of the causal relationships involved in the means-end hierarchies. The analysis shows the importance of consequences and to a lesser extent attributes, OSL and values for characterizing the nature of the choice of a vacation abroad. Besides, OSL allows for the determination of specific OSL segments bearing specific means-end hierarchies which help understanding the behavior under study. The main implications of this research concern consumers' segmentation, product positioning and advertising strategies.
The paper consists of two parts. The first one describes the quantitative use of radio on the basis of representative surveys in Germany. According to topical data radio listening in the eastern part of the country is significantly higher than in the western part. The percentage of public radio programmes daily reach is decreasing. People between 14-49 years of age listen more and more to commercial radio programmes. The second part outlines motives for programme preferences, gratifications of listening to the radio and image developments of competing public and commercial radio systems. This part of the paper is mainly based on group discussions in the western part of Germany. Listeners of public radio service programmes appreciate the high quality of information, but they are not as happy with the personal approach in programme presentation. Followers of commercial radio programmes justify their preference by the argument that speakers are spontaneous and make their topic sound not as complex. Especially young people enjoy programmes which do not demand whole attention. The marketing strategy of public radio system in competition must cope with a dilemma, if importance will be given to the high value of the programmes, the legal task of the companies will be fulfilled, but listener ratings would decrease. If the stress will be laid on popular aspects of the programmes, fulfilling of the legal task could be queried. In both cases licence fee system, the main financial resource of public broadcasting, would be endangered. The paper discusses the chances of a marketing strategy which considers both aspect.
The quality of the products and the level of the creative being more or less equal in the highly competitive automotive marketplace, it is essential to figure out a way to break through the media and advertising clutter today's consumer is exposed to. We propose to use tactical Total Communications mixes in the typical cyclic pattern of European car selling seasons. With Total Communications mixes, we at least reach the target consumer to deliver the message. To ensure the most impact in the most purchase prone target group we have successfully used Direct Marketing as the main element in several Total Communications mixes. We propose to use mass-media advertising, public relations, sales promotion, and point-of-sale material to reinforce the message already delivered to the target prospect by direct mail.
The essence of the Media Multiplier concept is that the combination of print and television advertising does a better job for the advertiser than the use of television on its own. This paper is divided into 4 parts. In the first part I discuss the Multiplier concept and explain why no fewer than 20 publishers and publisher organisations from 14 countries around the world have come together to promote it. Plus one far-sighted advertising agency. In the second part I concentrate on one aspect of the research evidence which supports the Multiplier proposition, in order to emphasise the need to understand very clearly the strengths, and weaknesses, of the supporting material. The third and fourth parts look to the future. In the third part I spend a little time describing two significant changes which are taking place in the media market, as far as research is concerned, while I conclude by attempting to bring all this together by outlining a research strategy which publishers who agree the need to expand the size of the print medium might like to consider. It is a strategy which will last them until end of the century.
Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological input tied to the act of reading. This input has significant influence on how readers perceive advertising. An advertisement will not be accepted in the same way when inserted in magazines which have different readership moods. Analysis of Readership Moods allows us to : ascertain the best magazine(s) for inserting a given advertisement, in the light of specific advertising strategy, use the distance, which we know separates one or more publications from all other magazines, to weigh media plans in qualitative terms.