Three factors form the foundation of a successful ad campaign: Reach, resonance and reaction. Reach the right audience, and ensure your advertising resonates positively so you can generate the desired reaction. Simple–right? Wrong.
Digital is gaining momentum, which has many clients asking: Should I move to an all-digital plan? “All digital” is a bold move for any marketer, with multiple factors to consider. But before you take the plunge, answer these 10 key questions.
As the media landscape evolves, so too do the sources consumers use to find out about new products. Globally, shoppers' reliance on earned media is growing while their attention toward some paid media sources are declining.
In about four months, we’ll have officially made it to "the future"—at least according to the time-stamp on Doc Brown's DeLorean in the "Back to the Future" movie series. So now that we’re there, what will 2020 look like?
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.
Advertisers try to make their ads hit home with audiences as much as possible—but there's room for improvement. Investing a little more heavily in determining how much ads resonate and working to improve campaigns accordingly have the potential to dramatically improve overall advertising...
We’re living in a world of 24/7 connectivity, accessing our content on our own terms, and we like it that way. Around the globe, 76% of respondents in a Nielsen online survey say they enjoy the freedom of being connected anywhere, anytime. While consumers love this flexibility, it represents a...
Advertising, although inherently a creative process, offers many opportunities for greater efficiency. Advertising Process Control highlights the many non-creative areas that advertisers, publishers and agencies could and should work to control better to consistently improve their performance...
Advertising Process Control is an advanced state to achieve. Before you can start managing your advertising production process, you need to accurately assess where your organization is on the Advertising Process Control continuum.
Reliable genius is what you really want from your advertising. Why aren't you getting it? Probably because you don't take your advertising production process as seriously as you take many of the other processes in your company.