Articles

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The importance of understanding the target

October 31, 2018 | Advertising

For a campaign to be successful, one of the most important steps is to find and understand the target.  Once you have figured out the right one, the path to the Buying-Decision Process maybe smoother. But if you have a campaign that is going to be seen in many places of the world, what would you do? […]

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Neuromarketing and Emotional Appeals

October 30, 2018 | Advertising

In recent years, advertising has been using neuromarketing techniques more and more. But what is neuromarketing? It’s the application of neuroscience to marketing. Studies have shown that 95% of our mental activity is subconscious, and neuroscience is the branch of science that tries to understand that. By studying the nervous system, neuroscience intends to figure out how […]

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Operant conditioning and its use in media

October 25, 2018 | Advertising

Operant Conditioning is a method of learning studied by psychologists since 1920. Behaviorists such as John B. Watson and Burrhus Frederic Skinner became famous by spreading the idea that human behavior could be conditioned through reinforcement – a term created by Skinner. Simply put, according to his ideas, repeated stimuli leads to repeated patterns of behavior. Throughout […]

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Tullamore Dew Irish Whiskey: The Parting Glass

October 18, 2018 | Advertising

The Tullamore Dew ad, The Parting Glass, was part of a Irish true campaign released in 2013 and although it was a success back then, it may have encounter some blacklash if it was created in 2018. The creative of the ad embraces the Irish culture, considering both psychological and social forces when it was […]

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Coca-cola: I’d like to buy the world a Coke

October 16, 2018 | Advertising

The Coca-cola ad, I’d like to buy the world a Coke, was released in 1971, when the marketing world was in the beginning of would be know as Marketing 3.0. Philip Kotler defends this new model of Marketing 3.0 and argues that customers must be treated as more than just consumers, but as depth human […]

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Pass the Heinz: when fiction is turned into an ad

October 15, 2018 | Advertising

The Pass the Heinz ad was actually created for the AMC’s tv show Mad Men. At the time, this ad was presented as the sole effort of Don Draper, the protagonist of the production, as he was trying to get the Heinz’s account. But in real life, it was actually a product placement for Heinz in Mad […]

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