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Research
A Better Way To Think About the 95-5 Rule
A New Model For Measuring Advertising Effectiveness
A Slice of Lemon
Attention and effectiveness, Why one makes a difference to the other
Attention Applied, Harnessing the combined power of active and passive attention to drive business outcomes
Attention Applied, The Nuance of Size (and the attention outcomes relationship)
Attention drives incremental profit
Blueprint for Brand Growth
Brand building in a digital age, Old thinking for new times
Brand-building ads boost short-term sales, and now you can prove it
Can marketers affect consumer sensitivity to price changes?
Can you achieve long and short at the same time?
Category Entry Points in a B2B World
Compound Creativity
Consistency is the top-class marketer’s secret weapon
Consumer Attitude Metrics for Guiding Marketing Mix Decisions
Creative quality, validating the role of creative in driving ROI
Differentiation is not about uniqueness
Distinctive brand assets—What they are and why they matter
Distinctiveness doesn’t need to come at the cost of differentiation
Effectiveness in Context
Emotional Advertising for Ad Effectiveness
Fighting The Astro-Turfing Of Culture, The Gravity Well Of Banality, And The Stifling Grip Of Pre-Packaged Thinking
Giving attention a little attention
Growth efficiency, marketing's existential metric
Health of creativity
How Advertising Works
How brand and advertising reduced price elasticity for McCain
How long does it take for CPG ad spend to pay back?
Humor Has Left the Chat
In brand building, it’s the little things that count now
It’s time to bring pricing power into the business case for advertising
Look Out, A Glimpse Inside
Marketing Truth 1, Effectiveness is as important as efficiency
Marketing's impact on pricing
Maximizing Profit through Attention
Modern Marketing Dilemmas, How should your brand react when prices are going up?
Numbers Every Marketer Should Know
Profit Ability 2, The New Business Case for Advertising
Psychological targeting as an effective approach to digital mass persuasion - PMC
Raising prices? How advertising strengthens your brand’s pricing power
Reach curves have gone rogue
Really mediocre outcomes’ Oxford Uni professor says Byron Sharp and Ehrenberg-Bass’ marketing science rules no longer hold – 1,000 campaigns, 1 million customer journeys as evidence
Share of search can predict market share | WARC
Share of search represents 83% of a brand’s market share, think tank finds
Test Your Ad, Ad Testing Platform
The 3rd Age of Effectiveness
The 95,5 rule is the new 60,40 rule
The Attention Economy’s chicken and egg question
The brand, the most valuable business tool ever invented
The business case for creativity
The Challenge of Attention
The Effectiveness Code
The Emotional Effectiveness of Advertisement - PMC
The funnel alibi, Why brand building and activation should be undertaken simultaneously
The Good Thing About Hard Things
The link between creativity and effectiveness
The Multiplier Effect
The stupidity of sameness and the value of difference
The Triple Jeopardy of Attention
The Value of Brand
The Value of Difference
Using Patterns in Image Data to Determine Brand Positioning
Waste Not, Want Not
What does Byron Sharp’s research really tell us about differentiation?
What role do brand cues have in brand equity?
What should the price of my brand be? Three hacks to get it right
When it Comes to Brand Building, Awareness is Critical
Why brands should consider attention-based metrics
Why You’ve Got To Overcommit If You Want To Succeed
Sources
Binet & Field
Byron Sharp
CreativeX
Ebiquity
Ehrenberg-Bass Institute for Marketing Science
Felipe Thomaz
Google
How Not to Plan
IPA
Ipsos
Jan-Benedict Steenkamp
Kantar
Karen Nelson-Field
Lavidge and Steiner
Magic Numbers
Mark Ritson
Marketing Council Standards Board
Martin Weigel
Nielsen
Packy McCormick
Sam Tomlinson
System1 Group
Thaler & Sunstein
Thinkbox
Tom Roach
Vakratsas & Ambler
WARC
Weinberg & Lombardo
Activation
Advertising
Attention
Behavioral Economics
Benefits
Brands
Channel Mix
Creativity
Difference
Distinction
Effectiveness
Efficiency
Emotion
Hierarchy of Effects
How It Works
Ideas
Innovation
Loyalty
Market Share
Marketing
Media
Mental Presence
Narrative
Penetration
Physical Presence
Platform-Fit
Presence
Price
Product
Profit
Ratio
Reach
Retail
Revenue
Share of Voice
Targeting
Time
Volume
Wearout
Reach
Generally speaking, the goal of marketing is to reach as many buyers of a category as possible.
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