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advertising strategy

Neuroscience indicates context matters in advertising Content might be king, but context is queen. That could be the essence of research that shows that the perception of advertising and how it is memorised differs depending on the context it is shown in. A brain science study conducted by Newsworks and the Association for Online Publishing (AOP) reveals that ads in quality editorial environments are more effective. For the study, 139 UK respondents were shown the same ads in different settings and their brain function was monitored by means of Steady State Topography (SST). According to the study, premium content (such as newsbrands and magazines) score highest when it comes to engagement, understood as an indicator of how involved people are with what they are seeing. High levels of engagement are mostly triggered by material that is of personal relevance. Also, the respondents showed higher levels of emotional intensity, which relates to the strength of emotion being experienced. This helps to also create so-called long-term brand memory which affects purchasing behaviour. While premium publishing environment outperforms social media in this respect, both environments have higher brain response rates than when users randomly browse the web.
Innovation chapter 2017: Monetisation Chapter from the 8th FIPP Innovation in Magazine Media 2017-2018 World Report. How the heck do you make money from magazine media these days?
Native Advertising Trends 2017 - The Magazine Media Industry 2nd annual survey on native trends in the magazine industry. Published by the Native Advertising Institute and FIPP.
FIPP World Congress 2017 speaker presentation: Jacquie Loch, St. Joseph's Media Ad-revenue models for a new world
FIPP World Congress agenda Draft agenda as of 6 October 2017
FIPP Insight Awards 2017: Time Inc. UK, TRESemmé Beauty Full Volume Silver Winner research campaign of the FIPP Insight Awards 2017.
FIPP Insight Awards 2017: Time Inc. UK, Developing the Native Story Silver Winner research campaign of the FIPP Insight Awards 2017.
FIPP Insight Awards 2017: The Economist Group, Thought Leadership Disrupted: New rules for the content age Silver Winner research campaign of the FIPP Insight Awards 2017. The Economist Group and Hill & Knowlton Strategies set out to better understand the current state of content marketing aimed at business executives. They did this by undertaking research to explore the impact of the phenomenal increase in content from publishers, brands and agencies, particularly as it relates to thought leadership, on both the executives who consume it and the marketers who are trying to reach them.
FIPP Insight Awards 2017: Time Inc. UK, Live the Passion Gold Winner research campaign of the FIPP Insight Awards 2017. The Passion Response Study looked at general data on who reads magazines online and offline, the overlap between online and offline , time spent and other metrics, but it also delved deeper by title genre to look at the data across fashion , home, health, food , lifestyle and weekly titles online and offline. In addition, the ad recall section covered the implications on the path to purchase.
FIPP Insight Awards 2017: Magazine Networks Australia, Passion Response Survey Gold Winner research campaign of the FIPP Insight Awards 2017. The Passion Response Study looked at general data on who reads magazines online and offline, the overlap between online and offline , time spent and other metrics, but it also delved deeper by title genre to look at the data across fashion , home, health, food , lifestyle and weekly titles online and offline. In addition, the ad recall section covered the implications on the path to purchase.
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