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The study of behavioural psychology isn’t a staple on the marketing education agenda. But, given the way emotions can affect consumers' logical decision-making skills, Ben Cochrane thinks it should be.
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Georgie Pie is back. And the decision by McDonald's shows how brands need to think about the past, writes Rachel Dawson.
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Whether you call it second, dual, multi, companion or [insert name here] screening, there is a genuine early dotcom feel about the second-screen space, says Tom Cotter. And you can tell because the industry hasn’t even named it yet. Here's how TVNZ is trying to harness it.
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The consumer may always be right. But let’s stop pretending consumers know what they’re doing, writes The Research Agency's Andrew Lewis.
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Magazines may be working. But magazine advertising isn’t, says Y&R NZ's managing director James Hurman.
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In the first instalment of a new series where senior members of OMD's trading team put forth their opinions on some of the issues facing the media industry, associate trading director David Turner looks at how local broadcasters are adapting to changing consumer behaviour and why a single trading currency is inevitable.
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If you get to know your customers, keep them engaged and talk to them occasionally without a hard sell, Michael Goldthorpe believes it will pay off in the long run.
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Dove's 'Real Beauty Sketches' campaign has hit the mark, says Lynda Brendish. But Dove's parent company Unilever still has some improving to do.
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As the 25th anniversary of the film How To Get Ahead in Advertising approaches, Kelly Bennett offers some advice on how to avoid being corrupted by the worst excesses of the industry.
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From data marketing to numerical storytelling, the legal considerations related to ‘cloud’ data, semantic search technologies and population dynamics, the various permutations of data are changing the digital game. Dennis Kibirev digests the MA's Smarter Data event.
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Ever since the days of Ernest Dichter, the Austrian-American psychologist and marketing expert who pioneered the application of Freudian psychoanalytic concepts to the study of consumer behaviour, marketers have been trying to tap into the human subconscious to influence consumers. Theresa Clifford outlines six areas of research currently receiving the most attention in business and marketing circles.
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People don’t really understand the things they buy, says Andrew Lewis. And that’s the way they seem to like it.
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Hazel Phillips’s recent rant about the paucity of some PRs inspired Mango's Claudia Macdonald to create a list of tips and tricks for those hoping to get into the industry.
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Bravery is a two-way street, says Saatchi & Saatchi's Philip O’Neill.
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Whereas in the past the overwhelming focus of SXSW has been on the consumer world (it is is where both Twitter and Foursquare first broke out), Ben Kepes says the event seems to be changing focus with enterprise and the physical world starting to garner attention.
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Who's it for: Ford by JWT and Flying Fish
Why we like it: As JWT's creative director Cleve Cameron says, it's 'the ad as content thing' and creating a music video means people might actually want to watch it. 'Tis a good way to connect the brand to X Factor NZ—and, with the obligatory car porn in a host of appealing Kiwi landscapes, to New Zealanders.
Who's it for: h2go by Colenso BBDO and Flying Fish
Why we like it: While bottled water is one of the most ridiculous products ever invented and shouldn't really exist in New Zealand, credit to the brand, which has just launched its designer bottles, for laying a few easter eggs around the Auckland streets (and, given the prevalence of flying fish in the ad, for using the appropriate production company).
Who's it for: McDonald's by DDB NZ and Flying Fish.
Why we like it: A trifecta for Flying Fish and a quinella for the X Factor sponsors with this all-singing, all-dancing and all-eating number for McDonald's.
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