Special: The social media boost – intruder or trigger?Publimarket
The document discusses social media and its role as either an intruder or trigger in communications. It notes that by 2015, 75% of the world's internet population will have access to real-time communication through social media. Several statistics are presented on monthly social media usage and the number of followers across various social media platforms. The document promotes the idea that social media can help transform noise into a meaningful signal when used to interact, share, integrate and influence others.
The Netherlands Genomics Initiative (NGI) established an independent taskforce in 2002 to build a world-class genomics infrastructure. Publimarket developed NGI's entire corporate communications package and positioning strategy, including communications support for its 16 Genomics Centres. Publimarket operated as NGI's integrated communications department from 2002 until 2010, providing virtual communications support until 2013. They created awareness and communicated the economic and societal benefits of NGI's valorisation activities.
The EuroBioForum project was funded by the European Commission from 2011-2014 to build a community around personalized medicine in Europe. Publimarket coordinated the project from its office in The Hague, developing and executing a communication strategy to increase awareness of personalized medicine. This included identifying and engaging stakeholders and policymakers to build a network, as well as organizing annual conferences to discuss challenges. The project created an online observatory with information on initiatives and players in personalized medicine across Europe.
Publimarket is a communications consultancy specialised in strategy development and execution. The continuous stream of innovations and scientific insights is the inspiration for our work and the core of our interest. We advise consortiums, companies and institutes on appropriate strategies and tools to identify and engage with stakeholders, disseminate scientific results and build communities.
25 YEARS COMMUNICATING SCIENCE
http://www.publimarket.nl
Special: The social media boost – intruder or trigger?Publimarket
The document discusses social media and its role as either an intruder or trigger in communications. It notes that by 2015, 75% of the world's internet population will have access to real-time communication through social media. Several statistics are presented on monthly social media usage and the number of followers across various social media platforms. The document promotes the idea that social media can help transform noise into a meaningful signal when used to interact, share, integrate and influence others.
The Netherlands Genomics Initiative (NGI) established an independent taskforce in 2002 to build a world-class genomics infrastructure. Publimarket developed NGI's entire corporate communications package and positioning strategy, including communications support for its 16 Genomics Centres. Publimarket operated as NGI's integrated communications department from 2002 until 2010, providing virtual communications support until 2013. They created awareness and communicated the economic and societal benefits of NGI's valorisation activities.
The EuroBioForum project was funded by the European Commission from 2011-2014 to build a community around personalized medicine in Europe. Publimarket coordinated the project from its office in The Hague, developing and executing a communication strategy to increase awareness of personalized medicine. This included identifying and engaging stakeholders and policymakers to build a network, as well as organizing annual conferences to discuss challenges. The project created an online observatory with information on initiatives and players in personalized medicine across Europe.
Publimarket is a communications consultancy specialised in strategy development and execution. The continuous stream of innovations and scientific insights is the inspiration for our work and the core of our interest. We advise consortiums, companies and institutes on appropriate strategies and tools to identify and engage with stakeholders, disseminate scientific results and build communities.
25 YEARS COMMUNICATING SCIENCE
http://www.publimarket.nl
Digital should not necessarily lead the creative brief. Brands should focus on developing a strong big idea that can be leveraged across all media, including digital. A digital mindset is important and means fostering ongoing relationships and engagement with consumers through dialogue and transparency. Brands must listen to consumers and provide ongoing value in order to nurture long-term relationships that can influence others through word-of-mouth and social sharing.
The document discusses whether brands are truly consumer-centric or too brand-centric. It argues that many brands focus too much on their unique selling proposition and narrowly targeting segments, rather than focusing on consumers' desires. A truly consumer-centric approach puts consumers first by understanding their various needs and desires, building positive emotional associations, and triggering the brand in relevant situations rather than narrowly communicating brand messages. Elements of a strong consumer-centric approach include not having a single USP, not narrowly segmenting targets, selling to various consumer emotional needs, and triggering the brand rather than directly communicating about it.
This document discusses rethinking the advertising development process to focus more on consumer input and great creative. It argues that most advertising is mediocre because development lacks consumer insights. The author advocates for planning holistically, seeking early consumer feedback, and rethinking standards to focus on excellence over average ads. Early testing of ideas can improve quality and efficiency by eliminating weak concepts before significant spending.
Ipsos_ASI Yahoo! presentation at the arfIpsosASI_NL
The document provides research and findings on creative tactics for driving breakthrough and persuasion in digital advertising for consumer packaged goods. Some key findings include:
- Showing a single product throughout the ad drives the highest lifts in persuasion compared to showing multiple products or not showing the product.
- Ads focusing on new products generate the strongest persuasion lifts, while problem-solution scenarios also perform well for both breakthrough and persuasion.
- Feature copy works best for new products, while discussing product benefits, options, or claims of superiority work better for established products.
- Simple call-to-action messages are more effective than focusing on product coupons.
11.05.21 reflections v5 (aim to win in 2012)IpsosASI_NL
The document provides strategies for marketers to effectively communicate their brand during major sporting events like the 2012 London Summer Olympics and Euro 2012. It recommends focusing on developing a powerful "Big Idea" through consumer research, choosing impactful creative executions, knowing the target audience well including differences between genders and age groups, and using an optimal media mix including television. Testing concepts early and investing in strong creative is emphasized over high media spending alone. Morale from national athletic success can influence ad performance.
1300 asi sponsorship_perspectives-sensationalf1continues_sep09_finalIpsosASI_NL
Simon Lincoln discusses trends in brand associations with Formula One racing. Interest in the sport peaked in 2008 and 2009, driven by headlines around Lewis Hamilton's championship and Brawn GP's dominance. However, tobacco brand Marlboro's association has declined since 2005 due to advertising bans. Virgin and Brawn GP have seen initial success cutting through marketing clutter from their new F1 sponsorships, but maintaining this requires continued investment and success on the track.
CEP article on emotional persuasion in advertising research by Robert HeathIpsosASI_NL
The document discusses emotional persuasion in advertising. It defines two types of persuasion - rational and emotional. Rational persuasion uses things like promotions and offers to incentivize sales, while emotional persuasion builds relationships and strong brands. The document describes several models and studies that show how emotional persuasion from advertising can influence consumer behavior, even at low levels of attention. It introduces the CEPTM test, which measures the cognitive and emotive power of advertising to predict how well it will achieve sales and build brand relationships.
The document provides lessons learned for achieving digital success based on testing over 1,000 digital campaigns. It outlines key lessons which include: engaging consumers by being relevant and bold; focusing on visual branding; exploiting the dynamic nature of the medium through storytelling and video; keeping messaging simple; making calls to action obvious; leveraging synergy across channels; and understanding that low reach digital ads can still be effective. The lessons are derived from Ipsos' proprietary digital research and aim to provide marketers with relevant measures of digital campaign performance.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
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Digital should not necessarily lead the creative brief. Brands should focus on developing a strong big idea that can be leveraged across all media, including digital. A digital mindset is important and means fostering ongoing relationships and engagement with consumers through dialogue and transparency. Brands must listen to consumers and provide ongoing value in order to nurture long-term relationships that can influence others through word-of-mouth and social sharing.
The document discusses whether brands are truly consumer-centric or too brand-centric. It argues that many brands focus too much on their unique selling proposition and narrowly targeting segments, rather than focusing on consumers' desires. A truly consumer-centric approach puts consumers first by understanding their various needs and desires, building positive emotional associations, and triggering the brand in relevant situations rather than narrowly communicating brand messages. Elements of a strong consumer-centric approach include not having a single USP, not narrowly segmenting targets, selling to various consumer emotional needs, and triggering the brand rather than directly communicating about it.
This document discusses rethinking the advertising development process to focus more on consumer input and great creative. It argues that most advertising is mediocre because development lacks consumer insights. The author advocates for planning holistically, seeking early consumer feedback, and rethinking standards to focus on excellence over average ads. Early testing of ideas can improve quality and efficiency by eliminating weak concepts before significant spending.
Ipsos_ASI Yahoo! presentation at the arfIpsosASI_NL
The document provides research and findings on creative tactics for driving breakthrough and persuasion in digital advertising for consumer packaged goods. Some key findings include:
- Showing a single product throughout the ad drives the highest lifts in persuasion compared to showing multiple products or not showing the product.
- Ads focusing on new products generate the strongest persuasion lifts, while problem-solution scenarios also perform well for both breakthrough and persuasion.
- Feature copy works best for new products, while discussing product benefits, options, or claims of superiority work better for established products.
- Simple call-to-action messages are more effective than focusing on product coupons.
11.05.21 reflections v5 (aim to win in 2012)IpsosASI_NL
The document provides strategies for marketers to effectively communicate their brand during major sporting events like the 2012 London Summer Olympics and Euro 2012. It recommends focusing on developing a powerful "Big Idea" through consumer research, choosing impactful creative executions, knowing the target audience well including differences between genders and age groups, and using an optimal media mix including television. Testing concepts early and investing in strong creative is emphasized over high media spending alone. Morale from national athletic success can influence ad performance.
1300 asi sponsorship_perspectives-sensationalf1continues_sep09_finalIpsosASI_NL
Simon Lincoln discusses trends in brand associations with Formula One racing. Interest in the sport peaked in 2008 and 2009, driven by headlines around Lewis Hamilton's championship and Brawn GP's dominance. However, tobacco brand Marlboro's association has declined since 2005 due to advertising bans. Virgin and Brawn GP have seen initial success cutting through marketing clutter from their new F1 sponsorships, but maintaining this requires continued investment and success on the track.
CEP article on emotional persuasion in advertising research by Robert HeathIpsosASI_NL
The document discusses emotional persuasion in advertising. It defines two types of persuasion - rational and emotional. Rational persuasion uses things like promotions and offers to incentivize sales, while emotional persuasion builds relationships and strong brands. The document describes several models and studies that show how emotional persuasion from advertising can influence consumer behavior, even at low levels of attention. It introduces the CEPTM test, which measures the cognitive and emotive power of advertising to predict how well it will achieve sales and build brand relationships.
The document provides lessons learned for achieving digital success based on testing over 1,000 digital campaigns. It outlines key lessons which include: engaging consumers by being relevant and bold; focusing on visual branding; exploiting the dynamic nature of the medium through storytelling and video; keeping messaging simple; making calls to action obvious; leveraging synergy across channels; and understanding that low reach digital ads can still be effective. The lessons are derived from Ipsos' proprietary digital research and aim to provide marketers with relevant measures of digital campaign performance.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
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https://rb.gy/usj1a2
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2. Extol the virtues of research to a creative and you’re likely to get
a swift slap. However, an Ipsos ASI evaluation, which tracked
thousands of commercial campaigns worldwide, now shows even
researchers believe that creative is king. Deborah McCrudden
reveals her Top Ten Tips.
Advertising tracking has several forms 1) Creative is King!
but the most powerful is continuous When looking at advertising and promotion spend,
it’s easy to assume that, because media comprises
weekly tracking. Across 2,500 tracked such a high proportion of overall spend, it must be
campaigns, combined with media the most important factor. In fact, creative has a
disproportionate influence on the success or failure
schedules, Ipsos ASI arrives at our of an advertising campaign.
unique global database. From this
data, we get a reference point for Ipsos ASI’s global advertising database shows that
creative quality accounts for about three-quarters
results and the source of these top of variance when explaining differences in ad recall
10 media lessons learned from Ipsos levels. Weak creative rarely earns good recall based
on heavy media.
ASI. These are general observations
– any one brand situation may be So, despite the high cost of buying media, the
uniquely different. Also, these are ‘creative’ is key for driving success. To ensure that
creative is as strong as possible, it’s important to
not supposed to be ‘hard rules’ but pre-test creative and consider the ad development
simply to act as guidelines for best process.
practice.
2) Ads do not wear-in
Although TV ads do have long-term brand equity-
building potential, the most marked impact is in the
short-term. A strong ad will achieve high levels of
recall in the minds of consumers within the first burst
of spend. A poor performing ad will not. It is wishful
thinking to hope that an ad will “wear-in” on the
flawed principle that “a bit more spend” will surely
ASI Top 10 Advertising Lessons Learned
3. have an impact. An ad that does not achieve good continuous TV plans tend to maintain advertising
recall in the first burst of spend gestures towards the presence more efficiently than ‘burst’ plans. This
fact that creatively it is simply not engaging enough links closely to the theory of Recency Planning,
– whether because of its creative style or because of which states that your ad should be the last ad
how its message is couched. Better to ditch it than seen prior to a purchasing decision. This has
hope that the media spend will lift it to success. been demonstrated to be a successful strategy,
particularly for FMCG products where purchasing
occasions come along in quick succession. Burst-
3) All media builds with diminishing based Frequency Planning can be wasteful because
returns of the rapid decay of advertising effects and the
It’s not only TV that experiences this: all media consequent long periods off air, allowing competitors
appear to build with diminishing returns. The the opportunity to become top of mind prior to
recommendation therefore is to focus your media the next purchase occasion. Recency planning
plan on building reach quickly and not to drive recall works best once an advertising idea has been
too high in any one medium. Instead, if one can firmly established with an initial heavy up burst,
afford to maximise the medium, add a second to followed by lower weights of infrequent but ongoing
extend the reach. reminders.
4) Persuasion peaks quickly after airing 7) Creative Pools should be aired
Persuasion also peaks quickly. 81% of all campaigns sequentially, not concurrently
tracked peaked by 850 GRPs and within 12 weeks Often brands develop a “pool of creatives” they can
from start of airing. call upon. The temptation might be to air multiple
creative executions concurrently in the hope that
the campaign will cut through more strongly and
5) Minimising ad recall decay is more more brand messages can be conveyed. In reality
important than building recall the opposite is true. By airing concurrently a brand
If an ad is compelling in itself, and engages is asking the consumer to remember multiple
consumers in a dialogue with what the brand is all executions and messages, with each receiving a
about, then it is almost certain to achieve high recall. diluted share of budget. As a result cut-through and
However, to maximise marketing spend efficiency message take-out tend to perform more weakly
and brand impact, it is hugely important to sustain than when creative pools are aired sequentially. If
that level of recall in consumers’ minds so that a particular creative performs outstandingly, one
the brand remains top of mind, driving visibility in can always re-air after the creative pool has run its
the marketplace, and continuing to build positive course.
associations.
8) Share of voice is not so important
6) Recency planning is best It is a common misconception that a brand can
Through modeling the data collected on thousands achieve strong levels of ad recall just by outspending
of campaigns around the world, with a wide variety its rivals and achieving a strong share of voice in
of flighting patterns, we have seen that more market. Indeed, some brands/companies place
4. specific targets on a minimum SOV believing it to be with increased advertising recognition among this
a pre requisite for strong ad performance. In truth, group. In fact we see much higher recognition
advertising standout is not achieved by spending scores from younger people who watch less TV.
more on media than your competitors. The quality of The hypothesis is that younger consumers are
the creative idea is the main driver of ad recall and more engaged with branded communications and
persuasion; not spend. It is better to spend time, therefore require fewer opportunities to see an ad
effort and money on creating a strong creative that is and internalise it than their elders. With this in mind
engaging and relevant to your audience, than trying advertisers and their media agencies must make
to outshout your rivals through massive spend. sure that they research and understand both the
potential and actual impact of their brand campaigns
rather than just making a leap of faith.
9) Adding an additional media touch
point is better than overspending on
one medium
Spending money behind bad creative will never
produce the desired results. That said, the role
There are more media channels
of which media channels a brand uses to impact today than at any point in history,
consumers can not be underestimated. However, with more being created every
there is no golden bullet - what works for one brand
/ product, will not necessarily work for another. Are day. With ever-growing pressure on
there any golden rules? Yes. Ensure each media budgets, advertisers need access
channel has an objective and assess performance
against these objectives. Pick your media channels
to as much information as possible
based on their roles, rather than affordability - if so that they can maximise the
you cannot see how a channel will add benefit, do effectiveness of their campaigns -
not use it. Assume most consumers will experience
more than one media channel, therefore maintain what, where, when, how and for how
creative and message synergy across all channels. long. Creative is king, but you need
Extending the campaign to an additional media
channel is more effective than over spending on one
to understand the whole picture to
- this is especially pertinent for TV. get the best results.
10) TV ad recall does not follow ‘media
consumption’
While it is important to understand the media
consumption habits of your target audience, it is
also important that you do not jump to conclusions
about how this might influence the response to
your campaign. We know from our research that
whilst older consumers watch more hours of TV, for
example, that this does not necessarily correlate
ASI Top 10 Advertising Lessons Learned
5. Contrary to what many
creatives believe, our findings
point to research backing the
thinking that creative is king.
6. About Ipsos MORI
Ipsos MORI is one of the largest and best known research companies in the UK and a key part of the Ipsos
Group, a leading global research company. With a direct presence in 60 countries, our clients benefit from
specialist knowledge drawn from our five global practices: public affairs research, advertising testing and
tracking, media evaluation, marketing research and consultancy, customer satisfaction and loyalty.
For more information, please contact:
Deborah McCrudden
T +44(0)20 8515 3417
E deborah.mccrudden@ipsos.com
W www.ipsos-mori.com