Category: LONG READ

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

15. 8. 2022 From 2020 till now, it seems the bad news is never-ending. From a pandemic to a war, now we have to contend with the cost-of-living crisis. Aye, yai, yai. What next?! We all sigh, deliberately not clicking on the latest monkeypox article. To quote TikTok, we do not have the capacity.

CAN BRANDS GROW EVEN IN TIMES OF INFLATION?

11. 8. 2022 | 6 min read The Czech republic is experiencing its highest inflation since 1993. People’s wallets are getting emptier and brands are in an extremely difficult situation for the umpteenth time in the last twenty years.

PRODUCT PLACEMENT WORKS BEST IN COMBINATION WITH ADS

5. 8. 2022 | 3 min read Using 30-second ad slots in tandem with product placement can significantly increase key metrics, from sales to website visits, according to research.

THE REVOLUTION NAMED TELEVISION: THE HISTORY OF THE MOST INFLUENTIAL MEDIUM OF THE 20TH CENTURY

5. 8. 2022 | 5 min read Let’s go back to the first half of the 20th century and explore an adventure called a television. A SLIGHTLY DIFFERENT PICTURE The first ideas of a television combined two phenomena of their time - radio, that is, the transmission and reception of signals over longer distances, and cinematography, that is, moving pictures. However, it was not a mere combination of these two phenomena. What was needed was a revolution in the perception, or rather the nature, of the image. Cinemas used projectors that screened running strips of material on which images were captured chemically as a whole. With television, the image had to be broken down into individual points with specific coordinates and properties. In a television, this image is again composed and the points are assigned their features.

HISTORY’S MOMENT IN MEDIA: THE APOLLO 11 MOONSHOT

3. 8. 2022 | 4 min read Fifty-three years ago -- July 20, 1969 -- at a few minutes before 11 p.m. Eastern time, Neil Armstrong and Edwin "Buzz" Aldrin stepped off the landing module Eagle and onto the lunar surface, becoming the first human beings to walk on the moon. It was, as Armstrong famously said, "One small step for a man, one giant leap for mankind." It was also one of the biggest television events in history.

BACK 2 SCHOOL! HOW DOES THE NEW SCHOOL YEAR START IN THE WORLD OF (NOT ONLY) TV ADVERTISING?

1. 8. 2022 | 16 min read The summer holidays have once again swung into their second half practically in the blink of an eye. With their inevitable end, it’s time to once again take charge of the responsibilities that many will find unavoidable in September. This is a reality for school children and students in particular, but for the younger ones it also affects their parents. All of this is a signal to advertising campaigners, for whom the Back 2 school season is one of the most exposed times of the year. Not participating is essentially a sin that shall be punished. Nor is participating poorly an entirely profitable strategy. What do the successful television commercials that have helped shape the phenomenon tell us about Back 2 school marketing?

THE NEW LIFE OF THE LIVING ROOM AKA ALL EYES ON THE BIG SCREEN

1. 8. 2022 | 12 min read Recent years have accelerated the growth of media consumption on a global scale - especially when it comes to home use, as our living rooms have become the epicenter of a whole new lifestyle. What does this mean for advertisers and broadcasters themselves, and how can they use it to their advantage? This was the aim of the current research “New Life of the Living Room”, which was jointly carried out by smartclip a RTL AdConnect.

NOVA WANTS VIEWERS TO ACTIVELY USE HBBTV. IT WILL OFFER MORE VIDEO AND VOTING

25. 7. 2022 | 7 min read Czech viewers have become quite used to the fact that the red button on the remote control brings up additional functions to the broadcast. In the last year, TV Nova has also paid more attention to this area.

ICONIC RIVALRIES THAT HAVE WRITTEN THE HISTORY OF MARKETING

18. 7. 2022 | 9 min read Without the battles of Pepsi vs. Coca-Cola, McDonald’s vs. Burger King and KFC, Adidas vs. Nike, the world of advertising would have missed out on many interesting moments.

IT MAY BE TAINTED, BUT DON’T UNDERESTIMATE THE POWER OF BRAND LOVE

6. 7. 2022 | 10 min read Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands.

‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING

24. 6. 2022 | 6 min read The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.

RITSON’S RECESSION PLAYBOOK: 9 STEPS MARKETERS SHOULD TAKE TO SURVIVE THE DARK TIMES AHEAD

21. 6. 2022 | 15 min read From retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, Mark Ritson spells out how brands can navigate recession.

THE WORLD BEHIND THE RED BUTTON: WE CAN HARDLY IMAGINE TELEVISION WITHOUT HBBTV TODAY

1. 6. 2022 | 15 min read Czechs are not the only ones discovering the TV world behind the red button. HbbTV has come a long way since its launch in 2011 and has rightfully become one of the most dynamically evolving global TV technologies of today. It is popular with TV stations, viewers and advertisers all over the world - demand from all parties is rising and the already wide range of options is expanding accordingly. It is because HbbTV combines the biggest advantages of TV and the internet: a wealth of quality content intended for the big screen and unlimited access in terms of space and time. What are the opportunities hidden behind the red button?

WHY ADVERTISING WILL NEVER DIE

23. 5. 2022 | 12 min read Advertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it.

BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

21. 5. 2022 | 7 min read Firms that decide to communicate socially beneficial topics must select carefully the area they want to focus on. A link between a topic and a brand that is not credible will backfire on the brand. That was the issue discussed at the Communication Summit.

AMID STREAMING BOOM, SOME COMPANIES LOVE LINEAR TV

18. 5. 2022 | 7 min read Betting that they can’t compete with Netflix and hoping a diversified approach is more lucrative, A+E, Fox Corp. and AMC Networks are leaning into the cable bundle (and ad-supported streaming).

CREATIVITY IN ADVERTISING CAMPAIGNS: AN INDISPENSABLE INGREDIENT IN THE RECIPE FOR SUCCESS AND IMMORTALITY

8. 5. 2022 | 17 min read Try asking yourself how many advertising campaigns you can easily recall. Then think again and ask yourself why these particular examples come to your mind. You will probably find that the unifying element in a lot of them is that they are original and evoke a particular emotion in you. Joy, emotion, horror, outrage - it doesn’t really matter. The important thing is that they stick in your mind so much that you remember them even years after you no longer see them on screen or elsewhere. Creative advertising campaigns are simply the most reliable tool available to marketers, which is why it’s a shame that today’s examples are outnumbered by those that don’t have much originality. Does this mean that creativity is dead? Not in the slightest - in fact, it’s quite the opposite. UNDER THE DOMINATION OF THE LEFT HEMISPHERE According to the American marketing theorist Orlando Wood, advertising in general is experiencing a crisis in the 21st century that is characterised by a departure from the values and trends of the last century. He explains this shift using the neuropsychological theory of the left and right brain. In very simplified terms, the two brain hemispheres perform different tasks. While the left one tends to be more schematic and categorizing, the right one is more alert and basically perceives reality in context. Of course, the two hemispheres cooperate to some extent, but some perceptions and impulses stimulate the activity of only one part of the brain. And, according to Orlando Wood, since about 2006 we have been living in the era of so-called left-brain advertising.

WHY MARKETERS ARE RETURNING TO TRADITIONAL ADVERTISING

29. 4. 2022 | 7 min read Pundits have long predicted the demise of traditional advertising. However, it is alive and well and headed for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter, the decline in third-party cookies, and more.