Latest Thinking
Please click on below links to view the latest publications and thought pieces from Ipsos ASI.
2010 ASI Publications
Top 10 Advertising Lessons Learned
Extol the virtues of research to a creative and you’re likely to get a swift slap. However, an Ipsos ASI evaluation, which tracked thousands of commercial campaigns worldwide, now shows even researchers believe that creative is king. Deborah McCrudden reveals her Top Ten Tips.
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The Touchdowns & Fumbles of the 2010 Super Bowl Ads
Big sporting events represent an incredible opportunity for advertisers to promote and build their brands. With this February’s Super Bowl now on the books, which ads were winners, which ads failed to score and what are the lessons for advertisers.
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2009 ASI Publications
It's already looking a lot like Christmas...
There are few brands for which 2009 will be hailed as a classic year and many are looking at Christmas as a final opportunity to salvage something from the economic wreck of the past 12 months. However will they have to cut prices again before the traditional Boxing Day sales begin?
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Backing the right horse?
Jamie Robertson, Director for Ipsos ASI, focuses on how brands can use research to help approach the right choice of sports and evaluate whether it is a worthwhile investment for them.
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Knowledge Transfer
Times are tough. Resources are tight. In this economy, marketers are under increasing pressure to do more with less. Scrutinizing your advertising—and advertising research budget—invariably leads to discussions around multinational ad transferability.
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Cricket, The Genuine All-Rounder?
Jamie Robertson, sponsorship expert at Ipsos MORI, explains to us why cricket’s specificities make it a versatile type of sponsorship.
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Sensational F1 Continues
Formula One is never far away from the headlines these days: so it seems appropriate to share Ipsos ASI’s thoughts and data at this difficult time for the sport.
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You turn if you want to: Brand relaunches and getting them right
There is something peculiarly British about a relaunch. It may well be because as a nation we are increasingly (and proudly) fickle, one minute booing the thing we will then fast-track to sainthood – witness the tabloid press and the Great British Public over Michael Jackson or Princess Diana.
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For Four Too
During this closed season most of the discussion in pubs and the back pages of the newspapers, The Ashes aside, has been about who can break into the top four of the Premier League. The obvious contenders are Spurs, Aston Villa, Everton and of course everyone’s favourite to do so, Manchester City, buoyant after their relatively recent takeover.
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The Pocket Knife Effect
A little over a year ago a curious phenomenon took place in newsagents and corner shops across the UK. After an absence of four years Cadbury’s Wispabars, withdrawn because of poor sales and production problems, suddenly re-appeared on the shelves and instantly became the most successful chocolate bar product ‘launch’ in decades.
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Want to Cut Public Spending? Spend More on Advertising!
Unfashionable, unpopular, and unpromising as it may sound, Government advertising may be the cheapest and most efficient way of achieving its aims in addition to efficiencies and savings in public spending.
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The Wrong Celeb May Kill Your Brand Before it’s Lived
Celebrity ads consistently get high visibility scores. Qualitative responses too reveal a high degree of intrigue. So where is the danger?
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Nostalgic for Nostalgia
As people feel increasingly burdened or even overwhelmed, they seek out warmth and comfort, and plenty of advertisers have been offering this much-needed ‘comfort food for the soul’.
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Digital Delivers: Building Your Brand Online
What have we learned about emerging media and the questions you should ask yourself when assessing your digital and online advertising strategies.
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Good Positions Don’t Win Games. Good Moves Do.
During these tough economic times will you flourish, or flounder? Here are practical moves you can make today to improve your position tomorrow.
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Moods, Minds, and Motivations: Measuring Emotions for Advertising Results
Knowing that emotions influence purchase motivation, we set out to determine how to accurately measure emotional responses to advertising, and how to use that learning to explain brand purchase intent.
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Understanding Brand Value: Price, Performance, Equity, and Category Dynamics
Most brand equity models do a reasonable job in describing the attitudinal components of a brand’s profile, but it is often the case that a brand with strong equity scores can suffer a decline in market shares.
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