MRS Awards Papers, Finalist, Media Research, 2021
Google, a technology company, launched a campaign in the UK to create a single-source panel for holistic passive cross-channel campaign measurement, validate tracking technology, account for pre-campaign brand predisposition and gauge brand decay rates on core key performance indicators (KPIs).
Intuit Quickbooks, a business financial management solutions provider, launched a campaign in the UK to stay integral to the lives of small- to medium-sized business owners (SMBOs) and increase brand awareness.
Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 303-317
Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.
Marketing Society, The Marketing Society Awards, Winner, 2021
TENA, a brand of products for adults with incontinence, improved its brand image by tackling the stigma of bladder weakness and celebrating those who refuse to be defined by society's perceptions of ageing in the UK and Italy.
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.
This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.