When people feel positive, they are positive about advertising, so brands should be targeting – or, better yet, creating – moments of happiness and relaxation.

Edward L. Bernays, the nephew of Sigmund Freud and the founding father of concepts in Public Relations (PR), is known for linking Freudian psychoanalytic theories to influence consumer behaviour.

Don't Get Vaccinated funeral home truck - during Covid

Advertising professionals’ view of what makes a good ad is not only biased, it’s usually wrong, as their reaction to Tourism Australia’s last campaign shows.

The Saudi General Authority for Statistics is running an ad gently asking people to stop inviting census takers into their homes for coffee and meals.

Excellent contrast with Embrace Life of gain vs loss framing!

The UK regulator the Financial Conduct Authority (FCA) has launched the country’s first official anti-fraud jingle. The aim; to protect consumers against loan fee fraud. Between November 2020 and January 2021, some one in 20 calls received by the FCA were reporting an instance of loan fee fraud. The FCA’s anti-fraud jingle is designed to be a light-hearted, engaging way to spread awareness of loan fee fraud advice to consumers over Christmas. Loan fee fraud is when consumers are asked to pay an upfront fee for a loan or credit that they then never receive. With behavioural scientists INFLUENCE AT WORK and music production company Soviet Science, the song has been produced make loan fee fraud guidance more memorable and more shareable.

Less is more As we look for ways to build memories and cement pre-disposition in consumers’ minds, coherence and clarity remain significant enablers across touchpoints and over time. Using Kantar’s Link database, we investigated the percentage of people who play back each of the key messages in ads that have 1, 2 or 3+ messages. One message in an ad has much more impact than multiple One message in an ad has much more impact than multiple Source: Kantar Link database, US TV ads The findings were a clear plea for simplicity. Too many messages can dilute communication as our brains can only really think about 3-4 things at once. So, in essence, the more messages an ad attempts to communicate, the lower the likelihood any single message will be communicated strongly. And although the results are somewhat varied by type of ad - TV or static - and by market, there was consensus that to successfully communicate a product benefit, we need to keep it simple and avoid too many messages. This is advertising 101 really, but with the rise of digital, it got lost in some places.

identity-focused campaign

If you write briefs as part of your job, read & bookmark this. So much that’s NB & useful, from truly interrogating the objective, to making sure the different sections line up, to writing your proposition as a headline, to the brief being a dynamic doc open to improvement.

Purposeful ads that are executed well are more effective than ads that do not show a company is committed to wider social benefits, according to the research, which was commissioned by the Institute of Practitioners in Advertising. Successful purposeful ads also scored more highly both when looking at how far they improve market share and the extent to which they build brands in the long term, the study found. Meanwhile, less successful purposeful ads, which account for almost half of purposeful ads in the study, have the opposite result. They scored far lower than campaigns with no wider social message.

In 2005, he asked participants to read samples of text including graduate school applications, sociology dissertation abstracts and translations of a work of Descartes. Some participants read the original versions, written in a verbose, jargon-filled style, while others were given edited versions, with unnecessarily complex words switched for simpler alternatives. Finally, the psychologist asked the participants to rate the intelligence of the authors. Those who read the simplified versions rated the author as +10% more intelligent than those who read the more complex, original text.

Corporate Covid-19 response videos are eerily similar. *Cue somber piano music* When a company or brand releases a Coronavirus Response ad, they might tell you that we're living in “uncertain times“, but that “we're here for you“. They may say their top priority is “people“ and “families“ by bringing their services to the “comfort and safety of your home“. And don't forget: “we're all in this together!“

Often, a Facebook page with no Fans can drive greater visibility with $500 of investment than a page can achieve organically with 90 Million+ Fans. This Facebook campaign reaches 1.3 Million people and achieves 42,000 clicks through to a website for $643. Despite the declining ROI of organic content, surprisingly few brands actually promote their social posts regularly. And by ignoring this paid investment they waste time and money creating imagery and copy that will be seen by very few people.

Buy and sell advertising space in newsletter emails. We provide a secure, thoroughly vetted marketplace to connect advertisers with newsletter owners.Buy and sell advertising space in newsletter emails. We provide a secure, thoroughly vetted marketplace to connect advertisers with newsletter owners.