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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Is native advertising an effective tool for corporate social responsibility (CSR) communication? A new study analyzed how advertising recognition—and its perceived manipulation—influences responses to native advertisements promoting different types of CSR, focusing on consumers’ attitudes and word-of-mouth intentions.
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Talk about a sweet approach to evaluate the potential of neuromeasures in identifying which ads lead to sales! This study of TV ads from Mars, Inc., maker of Snickers, 3 Musketeers and other treats, academic and industry researchers, yielded valuable insights into how biometrics can be used to predict ad effectiveness.
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