As the use of social-media influencers gains traction, marketers face a daunting task of choosing the best-suited ones to promote their brands. Researchers in Germany found that an influencer’s fit with the brand will affect his or her credibility and persuasiveness, but social interactions with fans may tip the balance.
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What’s the best way to measure attention to TV ads when specific creative devices, like animals and voiceover, are used? In this study, three key biometrics—eye movements, sweating, and heart rate—responded differently to attention-getting tactics and to levels of consumer attention, but heart rate uniquely helped identify ineffective ads.
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In today’s social climate, brands must constantly be aware of social issues. The cost of ignorance can be substantial. Negative brand adjacency can not only damage a brand’s reputation, it can have a direct impact on its bottom line as well.
The ARF’s July 25, 2019, Salon offered profound insights into why people do the things they do, based on findings from behavioral science. Presenter and author Matthew Willcox shared insights from his book, “The Business of Choice,” highlighting some of its key points.
