Claims of sustainability may seem like a significant advantage for a product. But unless they are portrayed right, such claims often fizzle and anemic sales result. One of the consumer attitudes purveyors must account for is that such products sacrifice quality for sustainability. One way to offset this preconception is to highlight the product’s innovative qualities. Communicating the brand’s commitment to corporate social responsibility (CSR) is even more helpful.
Why do some ads get shared more than others on social media? This study used facial coding algorithms to quantify the facial expressions of thousands of individuals in response to video ads. The findings help advertisers predict how different emotions influence sharing, and provide a deeper understanding of the complexities between emotion and transmission.
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Does music in advertising need to come from an expensive source, like a popular performance artist, to make an impact? A European academic-practitioner research team, including a Pandora executive, studied the evaluation process for choosing music in ads, by comparing how professionals and consumers judged the sourcing of music. The differential can potentially prove costly for brands.
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In this fascinating presentation, Dr. Emmanuel Probst, SVP of Brand Health Tracking at Ipsos and author of Brand Hacks — How to Build Brands by Fulfilling the Human Quest for Meaning, covered the major thrusts of his book and research and how it relates to the current pandemic. He made sure to impress upon viewers the importance of brands building upon meaning. Since we live in such dark times and consumers are consuming more media, it’s important to convey positive emotions in ads, stand out, be authentic and connect, even daily, to your brand’s purpose. Although if the brand doesn’t have a purpose, that’s okay too.
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