February 2012
One recognizes that, when they set out to develop a new advertising campaign, most advertisers do not plan to air communications that are mediocre,...
January 2012
While marketers struggle to monetize social media, and tap into the online conversations to directly benefit their brands, there has been an...
November 2011
There are many theories about the potentially exponential power of social media. However, brands and advertisers need a reality check – such power is...
October 2011
Embracing the co-creation power of social media and leveraging consumers' vision for the brand is a good thing for marketers – it means they alone do...
May 2011
It is true that the emotional engagement with major sporting events, like the Olympics, can create a halo effect that can drive positive perceptions...
May 2011
Let's not forget that the little emotions are the great captains of our lives and we obey them without realizing it. Vincent Van Gogh, 1889
Van...
March 2011
I once read that humans spend less than a third of their time “in the present,” with much of their minds focused on past activities, or...
December 2010
This ever-changing digital landscape has enthralled marketers and researchers. The possibilities to engage and converse with the consumer seem...
May 2010
This summer, the world’s top soccer players will gather in South Africa to compete in the 2010 FIFA World Cup. It is an international event filled...
May 2010
Ever ponder the relevance of the Internet for video advertising exposure? Our advertising research expert John Hallward does. Read his thoughts on...
March 2010
Big events, and big sporting events in particular, represent an incredible opportunity for advertisers to promote and build their brands. Baseball’s...
February 2010
Vancouver is well known for its scenery. Ocean. City. Trees. Mountains. But there’s a new view that’s dominating the city: A certain five-ringed show...
December 2009
The Internet, and in particularly social networking, represents a new paradigm in many regards: for socialization, for marketing, for market...
May 2009
Getting the most out of your advertising budget is a challenge. Thankfully, research can help you fine tune your message, measure your campaign's...
February 2009
What would you do if you had a very serious and complex message about a very serious and complex issue? And what if that message had to be delivered...
November 2008
Marketing communications has been revolutionized. It is no longer just a television spot that draws consumers to your brand. With so many ways to...
October 2008
Connecting your brand message to your target audience is a challenge. To make that connection, you need a mix of media that communicates your message...
October 2008
Your marketing investment is as important and daunting a decision as your own personal financial investments. The portfolio of options is broad,...
September 2008
Technology and new marketing techniques have changed the way marketers converse with audiences. Building your brand with a tech savvy, media...
August 2008
No doubt, advertising is a great way of building your brand and getting your message out to the world. Many an ad has become the topic of everyday...
June 2008
No doubt, advertising is a great way of building your brand and getting your message out to the world. Many an ad has become the topic of everyday...
May 2008
In the past year, Ipsos ASI has evaluated over 100 digital communications using Ipsos ASI’s holistic 360 tools. What have we learned in that time?...
May 2008
So, you have a strategy and your agency has developed some scripts. What’s next? Are you are comfortable with a purely qualitative approach? Or do...
March 2008
The Olympics are one of the world’s premiere events, touching the hearts and souls of millions of people. The Olympic aura transcends the timeframe...
March 2008
Creative advertising can win big awards and turn copywriters and art directors into stars. But really great advertising gets to the basics of how...
December 2007
Marketers around the globe spend hundreds of billions of dollars a year on advertising. Yet fewer than half of their campaigns succeed. That’s a lot...
November 2007
Like the weather, many marketing professionals talk about following a consumer-centric marketing program, but few do anything about it. Many...
July 2007
For too long, many marketers have ignored the basics of how human beings are wired and how they work emotionally. As a result, the effectiveness of...
March 2007
An interview with Ipsos ASI’s John Hallward, author of the new book Gimme! The Human Nature of Successful Marketing
John Hallward has worked in...
December 2006
Daily news media have to balance two extraordinary and often volatile variables: the day’s breaking news and the preferences and opinions of their...
October 2006
Have you ever watched an ad on TV and then wondered who the advertiser was? Our extensive advertising norms database shows, on average, only half of...
October 2006
Monday 10:30 a.m: An emergency meeting in the Marketing Department. "The market performance of our brand X is continuing to deteriorate. For this...
September 2006
If you haven’t heard the hype, the theory of low attention processing (LAP) holds that consumers can be influenced by an ad even when they are not...
August 2006
Reach and Response: A Proven Model
Most advertisers and researchers agree that effective advertising means advertising that produces a measurable,...
June 2006
“The total art of advertising execution is also key to differentiation.”Laurence Nougaro-Soubrane, Ipsos ASI.
In luxury advertising, as in the...
May 2006
First, let’s talk briefly about the phenomenon of recall, as that term is used and measured in the advertising world. When a TV viewer recalls a...
April 2006
Advertisers looking to maximize the exposure of their products and services often resort to tagging short, 10-second spots onto longer...
December 2005
I’ve given a lot of thought to taglines (also known as slogans, straplines, end lines, payoffs, claims, tags, and signatures). I re-baptized the term...
June 2005
Around the world, television advertisers use celebrities or stars in a bid to win consumers’ attention, interest, and favorable attitudes toward...
March 2005
Every four years since the first telecast in 1960 (and every two years since 1992), advertisers have engaged in a high-stakes game of advertising...
December 2004
It’s no secret that globalization is a powerful trend: major marketers are either moving rapidly in that direction or have been established globally...
August 2004
The advertising wear-out question keeps on coming up from advertisers. How do we know that the advertising campaign has run its course? What are the...
June 2004
Whitepaper Executive Summary
An effective advertisement prompts branded recall, is persuasive, and/or supports brand equity. Our standardized...
April 2004
There are no rules or recipes that guarantee the success of an advertisement; the best ads break the rules, and so do the worst. However, we have...
February 2004
With this year's post-game buzz centered on the half-time show-all and the exciting game, advertisers might have believed that Super Bowl XXXVIII...
December 2003
The first step of advertising development is crucial. This is the stage where creative ideas are reviewed, revised, evaluated, and many are...
October 2003
Copy testing and the measure of Related Recall have been in use for over 50 years: a lifespan that far exceeds most other services and products. They...
August 2003
England and America are two countries separated by a common language said George Bernard Shaw, (1856 – 1950).
As an observer of global copy testing,...
June 2003
Brands have value when they are able to compete successfully against other brands. It's simple, but true. It goes almost without saying that a...
April 2003
Relevance is the key to success
Advertising to children has skyrocketed over the past decade with more than $2 billion spent annually in North...
February 2003
It's all about recall
Heavy pressure on advertising budgets and brand performance makes it crucial for companies to get the most out of their media...
