Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
Traditional assumptions about how and why users and non-users of a brand consume that brand’s advertising have been challenged by a new eye-tracking study comparing attention levels and recall among different consumer groups.
Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 54-70
There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns.
Audio ads would benefit from slowing down the delivery of speech instead of attempting to fit in as much information as possible at a rapid rate, according to a paper in the Journal of Advertising Research (JAR).
An ultra-short advertisement of as little as two seconds is able to convey brand, product and message more effectively than the first few seconds of a regular 30-second online spot, according to new research.
As a key US election year ramps up, candidates are putting out more and more sophisticated advertising than ever before, but new research indicates how neuromarketing techniques can optimise ads for a political audience.
Sungjun (Steven) Park and Byungho Park, Journal of Advertising Research, Digital First, December 2019, pp. 1-13
Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps.
Heather Andrew, Helen Haines and Shaun Seixas, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 588-600
In this article, Heather Andrew and Dr Shaun Seixas of Neuro-lnsight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people's emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens.