There is a ton of research on the signaling effects of ad spending. But new work tackles lingering questions: Why do advertising expenditures have a stronger impact on perceived quality for some brands and in some product categories but not as much for others? And how do increases in expenditures across different media channels affect quality perceptions?Member Only Access
Gallup states that Americans’ confidence in institutions has been lacking for most of the past 15 years. Moreover, their trust in key institutions hit a new low this year, with significant declines for 11 of the 16 institutions tested, and no improvements for any of them.
We know that human truths drive advertising creativity. The assumption is that you provide consumer insight to a creative professional, and they work their magic, choosing freely among appeal types. What’s not clear is what role the insight plays in the making of that magic. Here’s a preliminary roadmap for finding the emotional pulse of the creative process.Member Only Access