Brands are commonly advised to continue to advertise during a recession, but there are different considerations during a health-induced recession caused by disease; System1’s Orlando Wood offers some advice in The WARC Guide.
Brands can create more effective advertising by understanding the motivations behind people’s purchase decisions and how they have changed under COVID-19, according to exclusive new research from Decode.
Every week WARC from Home will guide you round the latest thinking on a key topic, pointing you in the direction of must-read articles, seminal research papers and essential webinars, to ensure you are top of the class when we all finally return to office life.
Yamen Koubaa and Amira Eleuch, Journal of Advertising Research, Digital First, March 2020
In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation.
Mark Kilgour, Scott Koslow, and Huw O’Connor, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 12-27
One of the most contentious issues in advertising is the evaluation and selection of creative ideas. This selection process is central to the success of agencies and clients, yet it appears difficult for external observers to see the merits of highly creative ideas.
Micael Dahlen, Helge Thorbjørnsen, Jonas Colliander, Sara Rosengren, Alice Gemvik, and Christian Thorwid, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 3-11
In advertising, brands often communicate passion through statements such as, “We love what we do.” This study tests whether such communication of passion positively influences consumers’ product and brand evaluations.
Audio ads would benefit from slowing down the delivery of speech instead of attempting to fit in as much information as possible at a rapid rate, according to a paper in the Journal of Advertising Research (JAR).
Brands assets come in various forms but it is those visual assets owned by the brand itself that are most likely to be strongly linked to ‘effective branded attention’ in creative, new research suggests.