System1’s Post

I can’t tell you how many times I’ve seen clients and agencies argue over creative content in a radio commercial.  Or which media properties belong on the media buy.    Don’t fight! TEST! Run one ad (or media mix) for 3-4 weeks – rest for a week – and then run a second ad (or media mix) for 3-4 weeks. Create clear conditions to measure response and results. And let the public decide which approach generates your best return.    And when they both succeed? Celebrate and share a business-friendly hug.

Keep this webinar on your radar—a deep dive into two JAR papers on radio advertising and on creative advertising. You can register here https://lnkd.in/ejDcz7Xv Watch Editor-in-Chief Colin Campbell moderate as Aaron Michelon, on behalf of his University of South Australia colleagues, explains the work behind their forthcoming paper, "Why Shorter Advertisement Breaks Reduce Radio Ad Avoidance: When It Comes to Radio Advertising, Less Is More." (Coauthors are Steve Bellman, Margaret Faulkner GAICD, Justin Cohen and Johan Bruwer.) Creativity expert Scott Koslow will discuss the challenges and outcomes of his work on behalf of Ahmed Hamed Al-Shuaili (primary author; University of Technology and Applied Sciences–Oman) and coauthor Mark Kilgour (University of Waikato) for the article, "Who Needs Highly Creative Advertising? How Brand Familiarity Moderates Creativity’s Influence on Attention, Affect and Memory,” published in the September 2023 issue of JAR (https://lnkd.in/ePUdHUr5). Afterward, the panelists will turn to a wider discussion on research about creativity and related areas where further investigation is needed. This webinar free and open to all, and attendees are encouraged to ask questions. Can’t make it? A recording will be available on our YouTube channel. See you there! #radio #advertising #creativity #frequency #attention #brand

Attention is a hot topic in advertising, with brands aiming to deliver content which both retains viewers and engages those watching, all in the context of increasing consumer control over what they get to see. The winners of our 2024 North America Creative Effectiveness Awards showcased a variety of innovative and compelling strategies to gain ‘eyes on screen’, and highlight some important techniques which can encourage that initial attention. See the winning ads and learn from the best on how to retain viewers in a consumer-controlled environment: https://lnkd.in/gJyazhg9 #KantarCEA #CreativeEffectiveness

What’s the magic ingredient for a winning Ad ?

Brian Jacobs writes a brilliant weekly column for MediaVillage.org. Written under the umbrella of #CogBlog Brian calls out the advertising industry like no other industry critic today. As a Brit and former #Starcom and #AEGIS Group/Carat CEO, Brian has the credentials to validate his being a bona fide curmudgeon, a badge he wears with honor. In this week's important commentary, he and fellow industry veteran Nick Manning call on you, our readers and followers, to express interest in a plan they've hatched to address the industry's ills and identify solutions. It's ambitious. Here's what Brian writes: "We intend putting on an event whose shape and scale will be driven by the interest we generate. Maybe we’ll need a conference venue, maybe a large table, maybe a small desk. If there are costs (for the venue for example) we will charge a modest fee to attend, with any profits being passed on to the advertising charity NABS. We will not accept sponsorship, although we will approach a select few to ask for practical assistance. We will select speakers on the basis that they will be well-informed and prepared to speak the truth. Everything will be on the record. We won’t pay speakers, nor will we pay ourselves. We will invite journalists from serious business titles, as well as advertisers. From early soundings we think many will attend. We will publish who we’re inviting (we’ll invite all the big players), who attends, and as importantly, who doesn’t. We will produce a set of actions from the event. This post is our first attempt to gauge interest." Read the full commentary here. If you're interested in joining Brian, Nick...and me... comment here and you'll be connected to them. https://lnkd.in/dYeEwWa9

The June 2024 issue of the Journal of Advertising Research is now available! We're thrilled to announce the latest insights and research published in JAR. Dive into these exciting articles: 📝 Editor's Desk: Tips for Advertising Professionals Submitting to JAR  Colin Campbell 📈 The Impact of Advertising on a Company’s Stock Price  Shuba Srinivasan and Dominique Hanssens 🔍 Searching for the Holy Grail of Sponsorship-Linked Marketing  Jonathan A. Jensen 💥 Ignite the Scent—The Effectiveness of Implied Explosion in Perfume Ads Olivier Droulers, Junwei (Jerry) Yu, and Sophie Lacoste-Badie 📻 Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance  Aaron Michelon, Steven Bellman, Margaret Faulkner GAICD, Justin Cohen, and Johan Bruwer 🎶 Musical Manipulation of Visual Scenes in Video, Film, and TV Advertisements Sebastian Silas, David John Baker, and Daniel Müllensiefen Special Issue Continuation: Prosocial Advertising Messages 🌳 Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change Matthew Pittman, Tyler M., and Kibum Youn 🌐 How Virtual Reality Can Increase Effectiveness of Prosocial Advertising  Ou Li, Zhigeng Pan, Han Qiu, and Da Qian Read the full issue on the JAR website: https://lnkd.in/eDxT59xM #AdvertisingResearch #MarketingInsights #JAR #ProsocialAdvertising #AdvertisingImpact #VirtualReality #SponsorshipMarketing #RadioAds #PerfumeAds #StockPrice #MusicInAds

A multi-media campaign will always have better results, the key is to be part of a consumer's day. Make your brand part of their lives, when they are listening, watching, reading...

Attention is a hot topic in advertising, with brands aiming to deliver content which both retains viewers and engages those watching, all in the context of increasing consumer control over what they get to see. The winners of our 2024 North America Creative Effectiveness Awards showcased a variety of innovative and compelling strategies to gain ‘eyes on screen’, and highlight some important techniques which can encourage that initial attention. See the winning ads and learn from the best on how to retain viewers in a consumer-controlled environment: https://lnkd.in/eQf5DJhQ #KantarCEA #CreativeEffectiveness

Advertising Effectiveness should be at the top of your agenda. It should have rigerous measurement in place - not soft emotional sentiments - I mean hard commercial results. 🚀 It’s good to see the emotional reactions though, too. If nothing else they give a good indicator of the post campaign reactions. What do you think? 🤔 #effectiveness #effieawards #ipa #system1 #advertisingstrategies

Attention is a hot topic in advertising, with brands aiming to deliver content which both retains viewers and engages those watching, all in the context of increasing consumer control over what they get to see. The winners of our 2024 North America Creative Effectiveness Awards showcased a variety of innovative and compelling strategies to gain ‘eyes on screen’, and highlight some important techniques which can encourage that initial attention. See the winning ads and learn from the best on how to retain viewers in a consumer-controlled environment: https://lnkd.in/gDAmpUFZ #KantarCEA #CreativeEffectiveness