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.
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.
Today, the average Indian spends over two-and-a-half hours a day on their smartphones. Take a look at what men and women actually do on their devices and what the key differences are in terms of usage habits.
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.
Advertising creativity versus advertising effectiveness has been the perennial contest for brand marketers. In the world of marketing, creativity needs to convert into sales, but do brands succeed in making their advertising campaigns as effective as they should be?
Marketers across India spend over $5 billion each year, but it’s estimated that up to 30 percent misses its mark – that’s $1.5 billion in wasted marketing spend each year! Here’s a seven-step framework that would help determine a marketer’s choice of media, timing of exposure, and the size of investment, thereby optimising media spends.