Statistically, many of our purchases are driven by emotions. Yet, most measurement tools are unable to assess the emotional connection that an ad creates with viewers. According to modern researchers, techniques that can directly measure neurological and biological reactions are the most accurate, and are therefore, poised to be the next frontier in creating winning campaigns.
As the media landscape gets increasingly fragmented, arriving at the right marketing mix is becoming more and more challenging. See how brands can optimise their marketing mix strategies by evaluating the historical relationship between marketing spends and business performance in a structured model.
Nielsen’s African Prospects Indicator provides existing and potential investors in Africa with comprehensive insights across an extensive range of indicators, culminating in an unambiguous ranking of Sub-Saharan African countries.
Ask any marketer today what his or her primary challenge is and the answer you’re likely to get is “how do I maximize the impact of my advertising campaign?” Here’s a look at the ‘3C framework’ of context, content and consumer that shows how reaction (outcomes) to ads can be amplified by setting the right context, developing effective content and by reaching the right set of consumers.
With airtime getting costlier and digital platforms offering cheaper marketing alternatives, how can the marketer maximize returns on TV media spends? We relook the way television advertising has traditionally been carried out and identify the five key characteristics of successful TV campaigns. Read on to find out more.