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Source: Pexels

Matching the Creativity Supply Side to Your Marketing Demand

Idea posted: April 2018
  • Innovation & Entrepreneurship
  • Marketing

A team of researchers offers a framework to help organizations support creativity more effectively. Elements of this framework including balancing the usefulness and originality of creative ideas depending on the organization’s needs and choosing the best approach to creative ideas: 1) focusing on the sheer quantity of new ideas, 2) exploring the potential of a category, or 3) looking for creative ideas across categories.

Idea #700
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Kalfafell Iceland. Photo by Gian Reto Tarntzer on Unsplash

How Linear Thinking in a Non-Linear World Leads to Wrong Decisions

Idea posted: December 2017
  • Learning & Behaviour
  • Marketing

Our brains prefer to think in straight lines: if one bag of oranges costs $5, then two bags cost $10 and three cost $15. However, this bias toward linear thinking often traps unwary business decision-makers who fail to recognize the non-linear relationships they are dealing with (e.g. increasing retention rates from 10% to 30% or from 60% to 80% does not have an equal 20% impact on customer lifetime value).

Idea #685
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1956 Ballantine Ale original vintage advertisement (Source: Brookston Beer Bulletin)

Ambiguous Ads: Hidden Messages, Hidden Risks?

Idea posted: April 2014
  • CSR & Governance
  • Marketing

Companies sometimes use covert ‘cues’ and ambiguous images to advertise their products. This ‘purposeful polysemy’ enables them to target minority groups without alienating ‘mainstream’ consumers. It is not, however, a foolproof strategy. Research suggests that heterosexual men respond less positively to ‘gay window’ advertising.

Idea #360
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Brad Pitt, the first male to front a Chanel No. 5 perfume campaign, 2012 (source: The Sun)

Celebrities in Advertising: Neuroscience Insights

Idea posted: July 2013
  • Finance
  • Learning & Behaviour
  • Marketing

Companies pay celebrities large sums of money to endorse their products and ‘star’ in their advertising campaigns. Until recently, however, little was known about the processes that underlie the persuasiveness of fame. Now, research in neuroeconomics (a field that crosses the disciplines of psychology, economics, marketing and neuroscience) is providing insights into the neural effects of celebrity endorsement — and suggesting ways advertisers can best use celebrities to influence consumers and their decisions.

Idea #183
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