Building brand equity: What matters most?

I’ve always loved iPhone when it comes to mobile phones. But I did try to change to Samsung in 2015 when its Galaxy S6 Edge was out. It was obviously a few hundred buck cheaper than an iPhone 6; its camera was said to be way cooler than the iPhone’s. So, I thought “Maybe I…

Ambient advertising: An innovative form of advertising?

News routes for communicating with customers and consumers are being sought, every day. And this doesn’t happen by chance. Jim Blythe explicates in his seminal book “Consumer behavior” the reasons behind this: “traditional marketing communication techniques are becoming less effective as markets fragment, costs increase, audience diminish, and clutter worsens”. This gives rise to ambient…

Social media: A new platform for advertising?

Just as social media are becoming an important platform for online news distribution and consumption, they are also becoming a new platform for online advertising. The Pew Research Center indicates that social media sites, such as Facebook, have the highest number of users and are becoming a pathway to news and advertising in the U.S….

Visual creativity in advertising

Creative advertising today, arguably, relies less on the copy, but more on the visuals to tell a story. This is because people naturally love digesting visual content than reading plain texts. It’s also easier and more entertaining. In his 2015 article on visual marketing, Ritu Pant of the Business to Business Community, explicates that visuals…

Importance of storytelling in creative advertising

Storytelling is just as important in advertising as it is in journalism. That is because, as Paul J. Zak argues in his article “Why your brain loves good storytelling”, humans are naturally interested in stories for stories elicit emotions. These emotions are what sells. The works of consumer behavior by Holt and Thompson (2004) and…

Language of advertising: How far should we travel?

In most advertisements, language is a major component. It’s used to convey information, influence attitudes and affect behavior that can lead to purchasing activities. In creative advertising, specifically, we almost always see that standard English with commonly accepted rules is broken down. Why? William M. O’Barr argues in his article “Language and advertising” that the…

Creative advertising: Make the known unknown

“[In advertising] people are just as capable of being bored as they are of being excited and inspired. The border that separate these two states is originality,” Bob Isherwood, a creative director at Saatchi & Saatchi Worldwide, said. I think Isherwood made a great point here. Great because in modern times advertising has grown in…

Securing audience’s attention in ads: reveal or imply?

The idea of advertising a product is to finally get people – the consumers – to buy it. But not every ad is successful at doing this. Perhaps many have failed, too. Every day, we all are bombarded with so many advertisements – whether we are at home watching TV, going to work, reading newspapers,…