Join The ARF on Wednesday, September 21st as we present our most ground-breaking research in over 30 years: How Advertising Works.
In today’s fast-changing media environment, where marketers have more media investment choices than ever before, the C-suite is questioning whether their advertising across platforms is working to drive sales and where they should spend their next marketing dollar. An extensive literature review of over 250 studies, 50 neuroscience studies, two original experiments valued at $300k, analyses of current advertiser strategies, and discussions with industry leaders were conducted to uncover new insights on how brands are built in the brain across platforms and across demographics and assess to what extent advertisers are using optimal strategies. The study revealed “Ground Truths” on how consumers process advertising in their heads and hearts – literally – and a set of clear actions for today’s marketer.
This research addresses three key issue
- How does advertising build brands in the brain?
- How does creative on different platforms interact to create synergy and priming effects?
- How can advertisers optimize creative in cross-platform campaigns to achieve better results?
Speaker
Manuel Garcia-Garcia, PhD – SVP, Research & Innovation: Global & Ad Effectiveness
