The Emotive Power of Marketing [INSIGHT]
Dr. Robert Heath is a professor at the University of Bath and a pioneer in establishing the value of emotion in advertising. His research includes the development of the Low Attention Processing Model of advertising, as well as an advertising research system known as the CEP® (Cognitive Emotive Power Test), which analyzes Information and Emotive Power. Nielsen is collaborating with Dr. Heath to incorporate CEP into its new TV Brand Effect module, Creative Evaluation. Creative Evaluation will allow marketers to measure how consumers are connecting with their ad compared to competitor ads and across key demographics.
Tracking users and results across screens was an even bigger issue. Fewer than three in 10 marketers used cross-channel tracking or visitor stitching (identifying the same user across desktop/apps as a single user) for mobile marketing.
The report, titled “The Era of Living Services,” predicts a new era of highly sophisticated “living services” that can learn and tailor themselves in real-time to meet the changing needs of consumers, workers, patients and citizens.
As America becomes more racially diverse and social taboos against interracial marriage fade, a new Pew Research Center survey finds that majorities of multiracial adults are proud of their mixed-race background (60%) and feel their racial heritage has made them more open to other cultures (59%).
Our information-seeking and health management behaviors are rapidly changing, offering many new ways for brands to engage with customers. We can no longer accept that “our regulated environment” is entirely to blame for our laggard adoption of new marketing tools. As stewards of change, and helping our clients define strategies, we have to address the recurring question, What is holding pharma back from truly embracing what is here today?
Research indicates that consumer packaged goods (CPG) brands lead other industries when it comes to digital video ad impressions and views.
When studying young consumers, we look at more than just Millennials overall. In order to understand the generation, we focus in on males, females, college students, parents, and more to understand the way that their behavior and preferences might vary. So of course our monthly surveys of young consumers include stats on teens as well—and we can tell you that there are definitely ways that they differ from their older peers. They have different taste in music. They text more.
Over the span of just a few years, the concept of app usage has transformed from a novelty to an essential part of the mobile user experience. With millions of apps now available and more being rolled out every day, there is an app for everyone, regardless of age, race or interest.
A majority of women aspire to hold top leadership and board roles, but often find it difficult to see themselves as leaders, according to the KPMG Women’s Leadership Study.
What is “vision”? Simply put, it’s the common alignment of a group of people aiming for the same goal. Whether it’s sports or business, having a vision is the single most important thing to motivate a team of individuals. Without it, you have chaos and you can’t possibly succeed.
When I was a teen, getting a job usually meant one thing: flipping burgers at a local fast-food chain. Today, teens are just as likely to launch their own businesses as to take an entry-level job.
Nielsen has released the third edition of its Asian-American consumer report: Asian-Americans: Culturally Connected and Forging the Future—profiling the fastest-growing and most racially diverse segment of the U.S. multicultural majority.
Coconut Grove, FL based ALMA is being assigned the US Hispanic strategic and creative responsibilities for Sprint.
Univision Communications Inc. (UCI) released The Why? Behind The Buy™ U.S. Hispanic Shopper Study that provides valuable insights into U.S. Hispanic shopper behavior. As the U.S. Hispanic population grows, this report will help CPG companies and retailers develop marketing strategies to best attract and win with this important consumer segment.
According to a new report from AHAA: the Voice of Hispanic Marketing, pharmaceutical marketers increased their aggregate Hispanic advertising investment by only 4 percent between 2010 and 2014 to $165 million. Among the top 500 U.S. advertisers, the pharmaceutical category allocation to Hispanic dedicated media remained basically unchanged at 2.5 percent, which is significantly less than the national average of 8.5 percent.
The US consumer packaged goods (CPG) and consumer products industry will spend $2.33 billion on mobile advertising this year, representing 47.0% of digital ad spending in the industry, eMarketer estimates.
“Camisetrón”, a digital project developed by Zubi Advertising for Ford, has been nationally and internationally awarded for its creative quality and outstanding results, obtaining 4 Bronze Awards in the Digital Category at Clio Sports Awards (New York), El Sol de Iberoamérica Festival (Spain), Wave Festival (Brazil) and U.S.H. Idea Awards (Miami).
Univision Communications Inc. (UCI) announced the promotion of Roberto Ruiz to executive vice president, Strategy and Insights, effective immediately.
Discovery Networks Latin America/U.S. Hispanic (DLA/USH), a division of Discovery Communications, announced tthe appointment of Allan Navarrete as General Manager (GM) and Angela Recio Sondon as the Vice President (VP) of Content for the company’s U.S. Hispanic division.
