Defining what makes purpose-driven marketing campaigns successful has historically been more art than science. In an effort to shift the balance squarely back in favor of science, the ARF and Kantar have introduced Cracking Brand
Purpose, a study that identifies the elements that create leading purpose-driven campaigns and provides a best-in-class framework to shape, guide and evaluate future campaigns. Read more.
What do we really know about a purpose campaign? We know that eliciting an emotional response and sustainability are strategies that can deliver greater brand strength and appeal. Beyond that, there’s little else. So little, in fact that the industry hasn’t even agreed on how to properly define a purpose campaign.
The ARF and Kantar set out to uncover those defining characteristics. The result is Cracking Brand Purpose, a study completed in late 2019 that establishes a best-inclass framework that can be used to inspire, develop and evaluate purpose campaigns. Read more.
Does advertising context affect consumers’ perceptions and response to the advertising? If so, how does context affect ad performance? Ignoring context, whether it’s a message adjacent to an ad, the media platform/brand, the device, or when the ad is delivered, can be risky. In fact, context is likely to impact ad performance – positively or negatively – as six decades of research show. Read More.
Aaron Hoffman, Ph.D. (Magid), Gregg Liebman (NBCUniversal)
This new research is the largest study on the effects of the context in which advertising is embedded on the ad, in 60 years of published context effects research. The study focused on TV shows as ad context and tested 60 ads in 31 programs after an even larger pre-test.
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Mark Green, Dan Schiffman (TVision Insights)
TVision analyzes viewer-level TV attention data on a second-by-second basis in a “real-world” environment—in their panel’s living rooms. They measure: Is the TV on? Are people in the room? Are eyes-on-screen?
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