Asia

Strategy Toolkit: Building a campaign

Article • Strategy Toolkit, Strategy Toolkit

This article looks at the nuts and bolts of bringing a marketing strategy to life - how to write a creative brief, and how to brief it successfully.
MetLife embraces its emotional side

Article • Reed Karaim, Event Reports, TMRE, October 2018

MetLife, the insurance provider, has shifted its marketing into more emotional territory in a bid to engage consumers in more resonant ways.
How can I predict the business impact of my marketing activity?

Article • WARC Evidence, October 2018

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.
How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand

Research Paper • Jaywant Singh, Benedetta Crisafulli, and La Toya Quamina, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 148-162

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.
How advertising attracts attention

Research Paper • Karen Nelson-Field and Erica Riebe, Admap Magazine, September 2018, pp. 18-21

Outlines some of the key discoveries in an investigation into how appropriately captured attention and sales are affected by the creative characteristics of ads.
What we know about campaign and brand tracking

Article • WARC Best Practice, February 2020

Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.