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[https://www.kantar.com/inspiration/brands/the-art-of-brand-strategy-and-how-to-get-it-right] - - public:weinreich
advertising, branding, health_communication, strategy - 4 | id:964507 -

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.

[https://www.marketingweek.com/making-your-copy-more-concrete-will-boost-ad-recall/] - - public:weinreich
advertising, health_communication - 2 | id:742058 -

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.

[https://redirectmethod.org/blueprint/] - - public:weinreich
advertising, video, online_marketing, how_to, health_communication, behavior_change - 6 | id:264222 -

The Redirect Method uses Adwords targeting tools and curated YouTube videos uploaded by people all around the world to confront online radicalization. It focuses on the slice of ISIS’ audience that is most susceptible to its messaging, and redirects them towards curated YouTube videos debunking ISIS recruiting themes. This open methodology was developed from interviews with ISIS defectors, respects users’ privacy and can be deployed to tackle other types of violent recruiting discourses online.

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