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Driving While Distracted: The Challenges of Measuring Behavior in Complex Environments
The world is changing. Fast. The way we work. The way we travel. The way we watch videos and shows. The way we simply interact with each other. And because the pace of change is happening so incredibly fast, it can be hard to understand what, and just how much, change has happened over a week,...
The Celebrity Power of Music in Advertisements
Neuroscience shows us that, when used correctly, music can put viewers and listeners in a more positive mood, leading to a greater reliance on intuition and a reduction in both critical thought and focus on detail.
Perspectives: Want a Successful Ad? Get Creative
Creative is the thing that drives what we engage with, share, talk about, debate, remember and buy. Creative has great power, regardless of where, when and how it runs.
When it Comes to Advertising Effectiveness, What is Key?
With the transformation of the advertising industry over the past several years, it’s important for advertisers to understand how the different levers of advertising affect sales so they can make better, more informed decisions about how to plan their campaigns.
Perspectives: A Small Change Makes a Big Difference
Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.
Perspectives: Lessons from the Auto Show – for All Marketers
How many things can you say for certain that you're paying attention to, or even seeing, at any given moment? Our brains just aren’t good at recalling the kinds of details marketers need to evaluate their efforts in a complex world. That’s where the right neuroscience tools can help.
The Secret Sauce for Top-Tweeted Super Bowl Ads: Easy to Understand, With a Smile
For football and non-football fans alike, the ad competition for consumers’ hearts and minds shares center stage with the game on the field during Super Bowl Sunday. So what makes some ads more socially captivating than others?
We're Ruled by Our Emotions, and So Are the Ads We Watch
It’s no secret that emotions are central to advertising. They’re at the heart of the relationship we have with brands. They drive our nonconscious decisions and play a major role in our conscious decisions, too.
Ads With Impact: What Messaging Themes Speak Loudest To Consumers?
Reaching your audience is an important component of any ad campaign, but what good is ad reach if it doesn’t resonate with the audience? Effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
Uncommon Sense: The Emotive Power of Marketing
Dr. Robert Heath is a professor at the University of Bath and a pioneer in establishing the value of emotion in advertising. We recently talked to him about emotional resonance, its importance and how it can be used in improving the effectiveness of advertising.
