Articles & Videos

Video: Are Consumers Eating Their Feelings

To build memories, marketers tap into the brain’s three major memory systems: episodic, procedural, and semantic. You can think of these systems as the head, heart, and hand that work together to drive brand choice. The head searches for and embraces attribute,...

Aesthetic Emotion and Long-Term Ad Effects

There is a fundamental distinction between the kinds of emotion we all experience in our day-to-day lives and the kinds of emotion produced by a work of art. If advertising is an art, like music and poetry, painting and photography, novels and film, a discussion of...

Deep-seated and long-lasting

Memory has been and remains a favorite topic of Hollywood, for good reason. It can act as a powerful and dramatic plot device, setting up severe obstacles in films such as The Bourne Identity and Memento. And it functions simultaneously as a character study. It...

I see what you mean

Advertising targeted to Hispanic consumers, one of the largest and fastest-growing segments of the U.S. population, will certainly increase steadily over the next few years. But it has been difficult for researchers trying to measure or predict how advertising will...

The Essence of An Ad

The continued use of neuroscience and biometric techniques in advertising research is likely to exacerbate the current schism between advertising creatives and advertising researchers by highlighting the differences between two opposing views of human perception. The...

A Digital Taxonomy There Is No Such Thing as a Digital Ad

Global digital ad spend is projected to top $130 billion by 2012 . Do advertisers really know if they’re getting their money’s worth? The world of digital advertising today has expanded upon the online advertising of yesterday. What used to consist solely of pop-ups...

The Search for Meaning

A key lesson taught at the Harvard Business School is the difference between a “manager” and a “leader.” A manager is concerned with optimizing the products and processes of the organization to achieve efficiency. In contrast, a leader must focus on defining the...

Touch Points

One of the most effective television campaigns of the last decade is the advertising that introduced the iPhone.. It showed a disembodied hand holding the phone comfortably in its palm, while the forefinger of the other hand touched the icons on the screen, activating...

Why Advertising Memories Fade

Memory lies at the heart of what a brand is. And we now know that memory is more complicated than the original recall-testers thought. There are, for example, multiple memory systems in the mind, not just one. The place in the brain where memories of product facts and...

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