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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

Ehrenberg-Bass Institute for Marketing Science

How Not to Plan

Jan-Benedict Steenkamp

Karen Nelson-Field

Lavidge and Steiner

Marketing Council Standards Board

Packy McCormick

Thaler & Sunstein

Vakratsas & Ambler

Weinberg & Lombardo

Behavioral Economics

Hierarchy of Effects

Mental Presence

Physical Presence

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The Multiplier Effect

Analytic Partners, BERA.ai, Prophet, System1, & WARC. (2024). The multiplier effect. Retrieved April 1, 2025, from https://page.warc.com/the-multiplier-effect-report

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