MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign. In the story of the Good Samaritan, a Jewish man is attacked… Continue reading THEME OF THE MONTH: LOVE FOR TV

NEW EMOTIONAL BRAND METRICS FOR DARK TIMES

Measuring brand metrics that inspire human emotions could sit alongside standard business metrics in future, says a new report from the Wunderman Thompson agency. The age of re-enchantment suggests that emotional KPIs that measure “heart swells, goose bumps, jaw drops, spine tingles, and more” will become increasingly important as people look for brands to bring… Continue reading THEME OF THE MONTH: LOVE FOR TV

NOSTALGIA MARKETING AND THE CORONATION

Brands jumping on the King Charles III coronation bandwagon are often tapping into a sense of nostalgia around the institution of monarchy, but they should be aware that not everyone shares that feeling and they could alienate consumers as much as engage them.  The power of nostalgia  Research* from insights agency Hall & Partners finds… Continue reading THEME OF THE MONTH: LOVE FOR TV

SUCCESSFUL USE OF MUSIC IN ADS

From the latest chart-topping hits from Taylor Swift and Beyoncé to classic rock songs of the 1980s and 90s to jazzy Frank Sinatra tunes and soothing Beatles melodies, there are many songs that make a lasting mark on us. In many ways, music influences culture and vice versa. So it’s no surprise that advertisers tap… Continue reading THEME OF THE MONTH: LOVE FOR TV

TV ADS PRODUCE GREATER EFFECTS ON ADDRESSABLE AUDIENCES

TV ads elicit more positive reactions and greater short- and long-term business impact among addressable audiences, new research claims.

THE FATHER OF ADVERTISING DAVID OGILVY

There’s probably no one in the advertising world who hasn’t heard of David Ogilvy. How did he make commercial communications history? And what is his contribution to the world of advertising?

WHY TV ADVERTISING NEEDS TO INSPIRE IF IT’S TO RESONATE

If brands want to cut through the noise of an ever-busier media landscape, their content needs to make an emotional connection with the audience Why TV advertising needs to inspire if it’s to resonate “Emotion in ads is more important than it’s ever been,” said Vicky Handley, brand and communications lead at Lloyd Banking Group.… Continue reading THEME OF THE MONTH: LOVE FOR TV

A BASTION OF TRUST IN ADVERTISING: WHY DOES TELEVISION STILL WIN OVER MOST OTHER FORMATS?

We live in a world where we are constantly under attack from all directions with advertising messages. The consequence of this is a loss of trust in various forms of marketing, but the losers are mainly online and social media marketing. By contrast, traditional media - and television among them - continue to enjoy a high degree of user and consumer trust. Trust is still a highly sought-after commodity, but paradoxically it is more scarce today than before. But television commercials, for example, continue to show us that if you want it, you can do it.

THE KING OF CONTROVERSY OLIVIERO TOSCANI

The series of advertising creators, which we are presenting to mark the sixth anniversary of AKTV, presents important authors in the advertising sphere. Today, you will read about an inspiring creative who was not afraid to break boundaries and enriched the advertising field with many non-advertising topics. It’s Oliviero Toscani. Toscani was born on 28… Continue reading THEME OF THE MONTH: LOVE FOR TV

BRANDS CAN BE A FORCE FOR GOOD

Most consumers believe business can be a force for good, with 80% agreeing that brands can make money and support good causes at the same time, according to research from Ipsos. Further, almost two-thirds say they try to buy products from brands that act responsibly, even if it costs more. These are among the findings… Continue reading THEME OF THE MONTH: LOVE FOR TV

SHOCK THERAPY ADVERTISING. WHEN DID IT WORK AND WHEN DID THE CREATIVES GO TOO FAR?

Attention is a concept that is used in the marketing world today and every day. The ability to capture the viewer's attention is the cornerstone of success if you want to build a brand and stay ahead of the competition. One way to grab attention is to shock.

THE GREATS OF TELEVISION ADVERTISING OR HOW LEGENDS MADE AND BROKE THE RULES

Many factors influence the world of television advertising. Whether it is the evolution of society, the era, technological possibilities or the specific mentality of consumers in different countries, the human factor is also inevitable. The way in which media promotion is done is also influenced by the creators.