How it Works – Page 274

Simply Speaking: The Psychology of remembering, forgetting, knowledge and common sense

A brand’s positioning merges with other things we know or have experienced. We chatter about this with other people and share our thoughts. Its attitudes become organized. Its values become established. (Representational image: Dan Farrell via Unsplash)

What we remember, why we remember and more interestingly – why we forget. After all, a brand is memory.

Ecomm players clock $3.5 bn in festive sales in four days: Redseer report

TV still commands significant festive ad spend, especially for big-budget campaigns that focus on mass reach. However, advertisers are more selective, prioritizing prime-time slots and integrating with digital strategies (such as using QR codes or encouraging social media engagement), says Deleise Ross, Senior VP & Business Head, DDB Mudra.

During the first 4 days of the sale on large e-commerce platforms, 1,100 mobile phones were sold each minute, valuing around Rs 11,000 crore.

Why is Bollywood failing to take off despite the marketing blitz?

The survey respondents comprised a mix of 41 percent GenZ along with 59 percent Millennial and GenX audiences. (Representational image via Unsplash)

Bollywood has spent close to Rs500 crore on marketing films this year but none of it has helped ticket sales pick up at the box office. Experts blame content.

Quick Take: Think marketing, don’t think celebs!

At the World Cup in 1970, Pelé was crowned 'Player of the Tournament' while wearing PUMA King boots. (Source: Puma Catch-up, Puma's employee magazine)

How to level up the celebrity-led marketing game in an influencer age.

Simply Speaking: Social identity, conformance and acceptance

As a part of limited trial, until March, the see through bottles will be on sale across eight Tesco Express locations in the UK. (Representational image: Philip Myrtorp via Unsplash)

All-Powerful brands can create social norms for their acceptance and inject themselves into cultural codes that enhance their centrality.

Moonlighting Debate: Advertising is a profession of many professions!

A former creative chief of a network agency tells Storyboard18, “Advertising agencies shouldn’t lecture on ethics and moonlighting. They are notorious for handling conflicting clients by creating sub-divisions. It’s a mess and everyone has made peace with it.” (Representational image: Ashim Silva via Unsplash)

Adlanders moonlight for money and creativity. Sometimes, agencies have no choice but to let employees take up side-hustles. Here’s why.

Thums Up unveils new ad campaign ahead of ICC Men’s T20 World Cup 2022

Jasprit Bumrah, Indian cricketer featured in ‘StumpCam’ campaign

The campaign, which features cricketers and superstar bowlers Jasprit Bumrah, Umran Malik, and Brett Lee, is promoting how fans get access to match moments, straight from the pitch.

News18 India leads the show yet again

The proposed guidelines include crucial definitions, accessibility standards, Indian sign language guidelines, how accessibility can be achieved in feature films, highlights on processes and implementation, role of exhibitors, details of public awareness and details on grievance redressal. (Representational image via Unsplash)

As per latest BARC data, News18 is consistently leading the market share charts in the HSM-Urban + Rural Market

Over 70% of Bharat users likely to make purchase online this festive season: Sharechat

As per the survey, around 44 percent of Bharat’s purchase decisions are influenced by social media. Additionally, discounts and offers are major factors that influence 49 percent of Bharat’s purchase decisions. (Representational image via Unsplash)

The report is based on an online survey among 2,843 ShareChat users aged between 18 and 40 years.

The rise and perils of employee influencers and founder brands

Is the pursuit to build personal brands and the race for clout clouding platforms? (Representational image: Austin Chan via Unsplash)

Corporate India and the professionals from the advertising industry are expressing their opinions like never before. However, there are attendant perils.