brand - Page 25 of 32 - ScreenVoice.cz – The Power of Total Video

CAN YOU ACHIEVE LONG AND SHORT AT THE SAME TIME? USUALLY, NO

26. 5. 2022 | 6 min read It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.

SEX, BRAINS, AND ADVERTISING

26. 5. 2022 | 7 min read At Brainy Bar 10, experts discussed the neuroscience behind the idea of the gendered brain, and the importance of external messaging and stimuli to the establishment of gender – Sam Peña-Taylor reports.

STUDY USA: BRANDS EMBRACE INCLUSION ARE PREFERRED AMONG CONSUMERS

25. 5. 2022 | 3 min read As America becomes more diverse, inclusivity is mission critical.Diversity, equity and inclusion (DEI) has become a critical topic for brands as consumers demand to see themselves reflected in advertising campaigns and for brands to do good in the world. Especially as America’s population is becoming more diverse — 42% of the population is composed of people from multicultural backgrounds, according to 2020 Census data. Inclusion matters to consumers, particularly Gen Z A global study by Deloitte found that representative advertising at the point of purchase is most noticed by Generation Z and those from multicultural backgrounds.

CREATIVITY IN ADS MATTERS MORE THAN EVER

24. 5. 2022 | 4 min read Every marketer and brand these days has a little black box of tricks that they can use in advertising technology: animated ads, ad trackers, rich media with video and audio, high-impact playable ads. The list goes on. But while the technology gets more sophisticated, the experience for consumers has arguably gotten much worse.

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022 | 5 min read The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny

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.

SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE

22. 5. 2022 | 6 min read In his first interview since becoming Unilever's global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition. Unilever's Samir Singh: Sustainability shouldn't burden consumers with guilt or expense With the world emerging unevenly from a pandemic, several Covid-driven habits are fading, with consumer goods giants racing to keep pace with changing consumer habits yet again. This is especially so with the firm’s personal care business, where brands such as Lifebuoy profited from a zealous focus on hygiene in this time, only to now see some of these gains fade.

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.

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.

WILLINGNESS TO PAY EXTRA FOR A SOCIALLY RESPONSIBLE BRAND IS GROWING

4. 5. 2022 | 3 min read After declining during the pandemic, willingness to pay extra for a socially responsible brand is on the rise again.

BIOPARTY ZEMANKA CAMPAIGNS ON TV FOR THE FIRST TIME

4. 5. 2022 | 1 min read Founder Jan Zeman became the face of the first television campaign of the Zemanek Brickworks.

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.

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