Tag Archives: Research

The Power of the Montage

Scott McCloud, author of “Making Comics” and “Understanding Comics” says, “When part of a sequence, even a sequence of only two, the art of the image is turned into something more.” In the world of advertising, this ‘something more’ is … Continue reading

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The Brief in a Creative Brief

A rich man creates an amusement park featuring dinosaurs his team has hatched, as visiting scientists deal with the deadly consequences of interfering with nature.  Three scientists with an interest in the paranormal are fired and decide to start their … Continue reading

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5 Common Advertising Mistakes To Avoid In 2016

Growth comes from reflecting on and analyzing both success and failure. As we flip the calendar to a new year, we thought it would be helpful to share the five most common advertising mistakes that we’ve seen in the CPG … Continue reading

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The ‘Second Battleground’ To Drive Brand Growth

Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different. — Michael Porter Just about every brand marketer talks about winning the battle at shelf. But there is another battleground that is too often ignored. Many brands … Continue reading

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The “Absolute Value” of Advertising Research

Itamar Simonson & Emanuel Rosen recently released the book, “Absolute Value.” I picked it up because the hook was intriguing – in a world of increasing access to information, has brand equity and relative value lost its place? The sub-title … Continue reading

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Analogy in Advertising: Strengthening Your Brand Perceptions

In order to survive, humans rely upon comparing what is happening to them in the present with what happened to them in the past. Based on previous experiences and memories stored, our brain helps us live. For example, when you … Continue reading

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Is Good Advertising Good Enough? Why Competitive Context Really Matters.

Ameritest recently validated McDonald’s same-store sales changes using just a few advertising quality variables. While this is a significant finding, one of the limitations to such a construct becomes clear: only McDonald’s advertising was considered. McDonald’s does not advertise in … Continue reading

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