Articles & Videos

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...

Here’s Looking At You – The Casablanca Story

The fundamental things apply here, too Advertising creatives are inherently skeptical about the claims of researchers that they can measure what’s important in good creative work. To be sure, most creatives will admit it may be possible to measure the surface meaning...

Through the Eyes of Children

Marketers who are trying to advertise to kids can learn a lot by simply visiting a bookstore. Reading backwards in years from Harry Potter to Winnie the Pooh to Where the Wild Things Are tells a simple story: you need pictures to communicate effectively with kids. Not...

Visual store checks are key to greater retail effectiveness

The senior managers of large retail businesses spend a lot of time traveling to visit stores in their chains. One reason for this is that regardless of how strongly central planning dictates the communication content and layout of the store, variations in physical...

This is your brain on advertising

Currently there is a great deal of interest among advertisers in new biometric research techniques that have been developed to deepen our understanding of how TV commercials really work. Physiological measures of various kinds—including EEG measures of brain waves,...

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