Browsing Tag

Brand Growth

The Effectiveness Recipe for NFP Ads

In my previous article, I explored how emotions play a big part in Not-For-Profit ads, showing how happy and positive emotions boost long term effectiveness; while sadness only results in short term growth. This time I’d like to consider the other elements that make successful NFP ads. My colleague Orlando Wood, in his latest book with the IPA, explained that ads can appeal to either the right or the left part of the brain and that most effective ones are usually those that talk to the right brain. Decades of pop…

Where Are NFPs Going Wrong with Their Advertising?

Although the aim is to support a good cause, ad effectiveness is not a given. Not For Profit campaigns, in fact, seem to struggle with long term growth. Through the System1 benchmarking tool we found that NFP ads in the UK and US usually score badly, with zero ads predicted to achieve 3% brand growth and over half predicted to achieve just 0.5% brand growth in the UK. But why is the score so low? Most NFP ads tend to use sadness or shocking visuals to make an impression on the viewers. This, however, doesn’t seem to be…

Global CMO Club Study Reveals That Marketers Are Re-Examining Measurement Methods In Quest For Growth

The CMO Club and Catalina Marketing Issue Call for Holistic Approach to Multi-Touch Attribution The CMO Club, in thought leadership with Catalina Marketing, has fielded research among senior marketing executives across the country to create a CMO Club Solution Guide addressing "The REAL Drivers of Brand Growth in a Digital World." The guide offers insights into the importance of marketers establishing a unified approach to measuring the efficiency and effectiveness of their multi-touch digital and traditional media…