This paper “explores how verbal smell references in restaurants’ radio advertisements affect consumers’ perceived ability to “almost taste” and “almost smell” the advertised product, affective response, and purchase intentions”.
Posts Tagged ‘advertising’
Type: Articles & Papers | 246 views
Type: Articles & Papers | 1,492 views
Research from the University of Mannheim analyzes the antecedents and consequences of brand passion that leads to high emotional consumer-brand relationships.
Type: Theses & Dissertations | 1,160 views
The Development and Maintenance of Customer Relationships Through Communication: A Consumer Perspective
This doctoral thesis by Nicholas Paul Thompson investigates the manner in which consumers maintain brand relationships, and the effect that chosen lines of communication (i.e. social networks, word-of-mouth) have on the value of these relationships. Air New Zealand is the brand primarily referred to in this study.
Type: Articles & Papers | 1,184 views
Research from the University of Bath’s School of Management “explores the psychology behind the processing of emotion and attention, and presents a ‘hierarchy-of-processing’ model which shows how advertising can influence brand choice without the need for informational persuasion or high attention.”
Type: Insights & Ideas | 1,327 views
The online world is no longer an option in advertising but a fundamental part of a holistic strategy. A recent study by Teixeira, Wedel and Pieters discovered that the success of online campaigns often comes down to how they make use of two emotions – surprise and joy.
Type: Insights & Ideas | 1,209 views
The participation band wagon rolls on in adland with agencies and clients seeming content to sacrifice effective communications in the name of ‘doing something on Facebook’. So how do you get it right?
Type: Saatchi & Saatchi Books | 1,702 views
Kevin Roberts narrates the history of Diesel’s bold approach to communications, and their messages full of humor, irony, and constant reinvention. Diesel: XXX Years of Diesel Communication is a lavishly produced volume featuring the iconic and controversial work of such groundbreaking photographers as David LaChapelle, Erwin Olaf, Ellen von Unwerth and Terry Richardson.
Type: Saatchi & Saatchi Books | 1,084 views
Publicis Groupe is a vital European presence in world advertising and this story outlines the main stages in the process by which the Groupe was formed. A History of Advertising is a beautifully presented book that gives an overview of the creative networks that come under the far-reaching umbrella of the Publicis Groupe and illustrates some of the legendary campaigns that they have produced.
Type: Saatchi & Saatchi Books | 1,214 views
For over 30 years the Saatchi & Saatchi network has been at the forefront of cause related issues campaigns. Social Work is a dramatic showcase of some of the Network’s most sensational cause related projects over the years.
Type: Articles & Papers | 954 views
Research undertaken in the 1980s investigated emotions and subconscious thought processes in relation to advertising, but failed to gain widespread uptake. Gordon (2006) revisits this work and finds it is scientifically valid and informative for marketing initiatives.
Type: Audio & Video | 474 views
Kevin Roberts shares his view that many clients use research as a crutch. Instead of making sound judgments, many businesses gather and analyze information when trying to reach a conclusion. This is the wrong approach. As Kevin explains, research needs to be used to generate insight and spark creative thinking about how to engage with consumers emotionally.
Type: Articles & Papers | 785 views
Emotion and memory are intertwined and have a powerful influence on behaviour, both consciously and unconsciously. Percy (2003) shows why it’s crucial for advertisers to consider the importance of emotion-memory connections when creating ads.