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Articles by Horst Stipp
What 80 Years of Study Means for the Future of Advertising Research
This article considers the Advertising Research Foundation's initiative 'How Advertising Works', which aims to provide research-based insights that can improve advertising and ROI. What 80 Years of Study Means for the Future of Advertising Research Horst Stipp The Advertising Research Foundation The Advertising Research Foundation (ARF) was founded in 1936 with a mission to improve the practice of advertising, marketing, and media...
Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention. Purchase behaviour Humour & jokes Beer & cider Spirits & liquors Confectionery Carbonated soft drinks TV & Connected TV effectiveness United States Consumer decision making Biometric research Strategy Thales S.
Can neuroscience make your advertising more effective?
Research has shown that emotion is often the driver of consumer response and marketing, and that the number of companies applying biometric and neurological science and research to marketing research is growing. United States Neurometric research Turning research into insight Strategy Horst StippAdvertising Research Foundation The Advertising Research Foundation's Horst Stipp reports on an ARF project that examined the value of neuromarketing research and highlights its best...
The Evolution of Neuromarketing Research: From Novelty to Mainstream: How Neuro Research Tools Improve Our Knowledge about Advertising
This article argues that, in order to understand neuromarketing fully, it is important to assess today's practice in the context of how far researchers have come in developing the tools that potentially can predict advertising effectiveness. Neuromarketing Strategy Horst Stipp The Advertising Research Foundation Editor’s Note: Neuromarketing is not a series of snapshots. It is... WARC subscribers can sign in to keep reading Not a subscriber?
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