Problem-related visuals work harder when they show solutions.
In a new study of hotel advertising, G&R has found large differences in the levels of positive emotional activation that are produced across individual hotel commercials. The most activating hotel commercials can be 4 times as activating as the weakest ones. (more…)
Much has been written about the different demographics and views that Clinton and Trump supporters hold of our changing nation. Add to that now an indication that Clinton and Trump supporters may also differ in how they process messaging. In a new study, Trump supporters showed higher levels of positive emotional response and lower levels […]
Many ideas but little space; best ads focus on what matters most.
Most people know that talking about themselves is not a good way to build relationships with others. Companies have learned a similar lesson – talking about product features resonates less with prospects than talking about benefits. The same seems to apply to political “selling” as well. (more…)
An ad that is based on art rather than craft, looks good but sells little.
Good corporate ads show what a company does and why it matters.
In a new study of advertising content that combined both neuro-physiological measures and traditional copy test measures, G&R has found that the two assessment approaches can yield different guidance when evaluating copy effectiveness. Commercials with strong emotional activation as measured by facial electromyography (fEMG) may not have high recall or persuasion, and visa-versa. In other […]
Trusted spokespeople, powerful visuals make a persuasive case.
A new study on the validity of fMRI results has found significant errors in the software that is standardly used in fMRI analysis. One of the bugs, which has since been fixed, had existed for 15 years, potentially making flawed much of the current thinking about how the brain works. (more…)