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Consumer neuroscience, also known as neuromarketing, can give brands new ways to test, track, and measure the effectiveness of communication strategies. Brands like Campbell’s are using consumer neuroscience to make print, packaging, and in-store advertising more effective. This Insight Brief also provides tips for selecting the right research vendor.
Godiva drove brand preference among affluent Asian-American consumers with a campaign promoting a limited edition product.
The California Department of Public Health used bilingual ads to educate Hispanic consumers on the dangers of cigarette smoking.
Based on the insight that people want to support companies that make a difference, American Standard’s “Flush for Good” campaign tied the brand’s performance to its cause.
Based on the insight that people want to support companies that make a difference, American Standard’s “Flush for Good” campaign tied the brand’s performance to its cause in this video.
Tastic Rice launched an integrated campaign in South Africa that focused on mobile engagement and user-generated content.
The “Dove Seven-Day Challenge” used a mobile opt-in program to distribute samples, increase consumer consideration, and generate a customer database.
Designed to help marketers engage and reach customers cross-platform, including print, social, and mobile, through creative, relevant content.
By focusing on consumer needs, and beginning an intelligent dialogue about financial planning, BlackRock differentiated itself from competition and engaged users like never before.
Integrated consumer neuroscience can help brands measure non-conscious consumer response and create more effective advertising, according to Innerscope Research.
Six lessons learned about integrated marketing from GEICO’s journey to the No. 2 spot in a competitive category.
Godiva Chocolatier, Inc. shared some of the engaging content from its “truffle flight” launch campaign, and provided best practices on streamlining and inspiring its in-house talent.
The in-house agency for Marriott Hotels shared best practices for collaborating with a client and its outside agency of record.
MasterCard’s #PricelessSurprises campaign has leveraged social media to engage cardholders and drive loyalty.
Magazine readership, both print and digital, increased by 1.1 percent from 2013 to 2014, according to a GfK MRI study of 200 U.S. magazines.
Conde Nast has issued guidelines to prevent confusion between advertising and editorial content, which could threaten the integrity of its magazines.
Reader’s Digest executed a multi-channel rebranding campaign that increased both new subscriptions and renewals.
Meredith Corporation announced that Ladies Home Journal will no longer be published as a monthly, subscription-based magazine, but will now be sold as a newsstand-only, quarterly periodical, as a result of a declining interest in print magazines among its key demographics.
Total newspaper revenues (including circulation and advertising) fell by 2.5 percent in 2013 vs. 2012, but these losses were offset by a 1.5 percent increase in digital newspaper advertising.
Johnson’s Baby developed one of the most recognized and celebrated U.S. brand responses to the birth of the U.K.’s royal baby in 2013.