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The next generation of emotional research

Pharma companies shouldn’t waste money on Fox News

Not long ago, Novo Nordisk and Allergan felt compelled to pull their ads from the Tucker Carlson Show on Fox.  They didn’t want to support what the provocative star of the show had said or might say in the future. But my question is, why were the companies advertising on there at all?  Liberals…

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How could Walmart do a better job talking to its customers about guns?

Walmart took the bold step of stopping selling ammunition for handguns and short barrel rifle ammunition and asking customers not to openly carry guns in its stores.  Further, it called for gun control legislation.  Other retailers, such as CVS, Kroger and Walgreens have followed Walmart’s lead.

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Persuade, Don't Preach

The alternative to brands preaching is to persuade. As I have said earlier, I got a grounding in persuasion when I was at O&M in the 1980s.  But reading The Righteous Mind by Jonathan Haidt (and a paper by Robb Willer and Matt Feinberg*) led me to a new level of understanding of how to persuade…

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The Brand Adoption Cycle Is Wrong

Or at the very least, incomplete.   … We all know the brand adoption cycle. It starts with innovators, moves to early adopters, followed by the early majority and—if the brand’s successful—finally attracts the late majority. It may never get to the laggards, but that’s ok. A brand can thrive even…

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It doesn't matter

When thinking about this issue, the Aesop fable about the contest between the sun and the wind to determine which is strongest is a great illustration. The contest between the wind and the sun was to see who could get the traveler to take off his cloak first. The wind went first, blowing as hard as…

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Why Focus on Social and Political Issues? Part 2

The trend in advertising is to take a stand on social or political issues. Last week, I talked about how overall societal trends are leading those in the marketing profession to feel like they’re doing good by taking a stand on a social issue. But there has been a specific movement within the…

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Is Persuasion Dead?

When I joined Ogilvy in the 1980s, the agency prided itself on using persuasion as a method for evaluating advertising success. We had to educate new clients who came from agencies that lived and died by Burke recall scores that recall was “necessary but not sufficient.” The emphasis on recall had…

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Karen Tibbals @KarenTibbals

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