A special issue of the International Journal of Advertising, guest edited by me, bringing together studies exclusively on marketing communications in and from a Latin American perspective is available online now via the IJA...
Advertising is usually good for a brand. Word of Mouth is even better… nothing particularly surprising in this statement. But why? In this article the authors shed some light on it. What does the...
What does the article examine? The article presents a thematically grouped overview of social media advertising related research from 2006 to 2014. Which concepts are discussed in the article? The article reviews research published...
What does the article examine? The article reports findings of a research project which examined the persuasion knowledge of young boys in relation to so called “brand-integrated magazines” and compared them to traditional product...
What is new about the article? The article examines the evidence how advertising influences sales of different categories of alcoholic drinks – or rather, how little effect (if any) advertising actually has on people...
Just as I write this, the first copies of the brand new Marketing Communications book are being shipped! What made us write that book? We really had three main reasons: Firstly, many of the...
It amuses me just how many people confuse viewers or exposures to use the correct lingo (I guess) with effectiveness. Take this quite viral video by a well known German company: It has racked...
Here is an interesting argument: Apparently a brand “won” the advertising battle during the Super Bowl – not by advertising… but by tweeting (see for example, here – or here). While the tweet was,...
Have you noticed the little i in some internet adverts? Well, in case you weren’t aware, the i indicates a behaviourally targeted advert, i.e. an advert that is sent to you because of the...
In the last post on classical conditioning I talked about why advertising works even when people are not paying close attention. In terms of the Elaboration Likelihood Model classical conditioning is most actively at...
