Marketing Knowledge Points


While there are many routes to successful advertising, storytelling can be a powerful form.

Ads that tell a story tend to generate stronger emotional responses, and stronger cut through. But to be effective, their structure needs to emphasise the brand, and the intended impressions.

Bad Advertising Can Help Competing Brands

Kantar Millward Brown has long argued that strong branding is a prerequisite to successful advertising. If advertising associations don’t easily come to mind when consumers think about the brand, the advertising is less likely to have an effect. Yet, even worse, weak ads can actually benefit competing brands.

Celebrity-based Ad Campaigns: What are the pros and cons?

The right celebrity, used in the right way, can undoubtedly be a powerful asset for a brand. But using a celebrity doesn’t guarantee effective advertising. Overall, there’s very little difference between the performance of ads with celebrities versus those without.

Make the Most of Marketing on Mobile Devices

Mobile marketing is still relatively new, but as smartphones and tablets take over the world, advertisers are focusing more on its potential. Many people check their social networks daily, if not hourly. Learn more about what makes mobile ads successful.

Driving Brand Growth

Successful brands have many characteristics, but there are three things that lead to increased and faster growth: being different, being meaningful and being salient. Strong marketing activity can help brands grow across all three of these measures. Coca-Cola and Apple are good examples of this. Learn why these three brand characteristics matter.

Advertising a Sub Brand Effectively

The term sub brand can apply to a range of scenarios – from simple extensions to a launch intended to eventually overtake a parent brand, so the promotion of sub brands will vary greatly. The scale of activity helps to ensure distribution, while the quality of a campaign has a substantial effect on the interest generated among consumers.

What Makes an Ad Persuasive?

Persuasion may not be the initial goal of every TV ad, but when you want to make an immediate impact on consumer behavior and generate an increase in short-term sales; your ads need to be persuasive.

We're sharing five tips about how persuasion in advertising can be effective. Download the full knowledge point to learn more.

How Do I Use Online Video Effectively in My Campaign?

Paid online video is growing rapidly as an effective marketing tool. One of its key strengths is in generating reach among light TV viewers. But in planning the online video component of a campaign, it’s important to realize that the online setting is very different than the TV setting, and there are new considerations. Whether to use repurposed TV ads or original material will depend on your objectives: While successful online video ads share some characteristics with successful TV ads, in other respects they are very different.

Does Humor Make Ads More Effective?

Some form of humor is used in almost half of all TV advertising, where it often contributes to very effective ads. Humor can make ads more enjoyable, involving, and memorable. However, if the humor distracts from branding and communication, it can impede the ad’s effectiveness. In addition, perceptions of humor are different around the world and across different audiences; this may limit the ability of a funny ad to be used across markets.

How Should Voiceovers Be Used in Ads?

Voiceovers are commonly used in ads across the world, and they seem to aid the communication of factual messages. However, voiceovers are less commonly associated with distinctive ads, and continuous voiceovers can result in lower engagement. Additionally, the manner in which a voiceover ties in with an ad’s visual content is critical: When voiceovers and visuals compete, the voiceover message can get lost.

The Value of Advertising a Launch

Most successful launches are supported by strong advertising. The quality of launch advertising can affect the development of both brand awareness and trial. And, as with all good advertising, it must clearly communicate a motivating message and focus on branded memorability.

How to Make the Best Use of Music in an Ad

When used well, music can be a powerful enhancement for an ad. Although the use of music does not automatically confer benefits, the inspired use of the right music can affect every aspect of an ad’s performance.

Do TV Ads “Wear Out”?

Broadly speaking, the response generated by a TV ad doesn’t change much over time. True “wearout” of a TV ad is rare, and many TV ads could have a longer useful life than advertisers realize.