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.
Different consumer needs demand varied experiences. Enter precision marketing. The good news for marketers is that the fundamentals (and tools) remain the same across industries.
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.
In a recent survey, Nielsen asked corporate leaders and the general public to describe the current state of corporate social responsibility. The gap in perceptions between the two groups is striking. So what’s driving the gap?
Wall Street is concerned that increasing numbers of cable subscribers are cord-cutting and investors are worried that media companies aren’t earning enough from SVOD platforms to compensate. So do the worries have merit?
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.
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...
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...