Quantum advertising
advertisers: Recognition/recall, a widely used index of success for all other forms of ads, might greatly underestimate the effectiveness of banner ads. In the new studies, frequently interjected banners were positively rated and were uncommonly resistant to standard wear-out effects, yet they were neither recognized nor recalled. Indeed, it looks
... See moreRobert Cialdini • Pre-Suasion: A Revolutionary Way to Influence and Persuade
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Rory Sutherland • 1 highlight
amazon.com
‘Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around the table.’ ‘Ad writers forget they are salesmen and try to be performers. Instead of sales, they seek applause.’ ‘Whenever possible we introduce a personality into our ads. By making a man famous we ma
... See moreDavid Ogilvy • Ogilvy on Advertising
Getting back to those terrible purpose-led, strategy-showing ads. It’s possible they’re working and that they’re successfully tugging on the heartstrings of consumers and causing the kind of emotional resonance that drives successful advertising. I doubt it, but maybe. But if they’re not also delivering “salience,” which I can’t imagine they are si... See more
Noah Brier • The Brand Positioning Edition
One of the culprits is a reliance on market-mix modeling that doesn’t account well for new media channels where the level of spending is dwarfed by that in traditional media.