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Hello from Credos Bites In an interview with Marketing published yesterday, Unilever CEO Paul Polman, who delivered the Marketing Society’s annual lecture recently, states that he doesn’t like the word ‘advertising’, because it ‘doesn’t mean anything to me’. But what does the consumer think advertising means? Well, it depends who you’re asking. Credos focus groups [...]
Hello from Credos Bites In the Guardian yesterday, Joanna Moorhead quotes 10-year-old schoolboys like Harry and Franklin, who say "About 99% of adverts you see have been Photoshopped”, “You just can't trust a thing they tell you", and "When I see an advert now, I often just laugh and think – yeah, not very likely." [...]
This is the first in a series of blogs Credos is writing for Gradvertising, the blog for graduates trying to get into the advertising industry. Applying for graduate jobs isn’t easy. It can be a long, arduous process, and job-hunting grads often submit several applications a day. Here are some simple yet effective [...]
Marketing under attack, says Marketing Week’s Russell Parsons ‘The case for marketing needs to be clearer’, says Russell Parsons in a recent Marketing Week article. He acknowledges that ‘marketing has taken quite a kicking in recent weeks’ in attacks that amount to a popular demonisation of the marketing industry. In response to the [...]
Paul Feldwick, Consultant at Paul Feldwick Ltd, gives his view on the implications of Robert Heath's new book, Seducing the Subconscious. ‘There are no hidden persuaders’, wrote Rosser Reeves in 1961: ‘Advertising does its work openly, in the bare and pitiless sunlight.’ It was never true, of course: even Reeves’ own commercials [...]
Welcome to Credos' advertising Quiz of the Week, 9 September 2011. Every week we will ask five questions based on stories from the trade or national press. Enjoy and good luck!
Acxiom's latest research revealed big differences between what marketers think consumers are using new media for and what people's experience and behaviour really is. According to their report, which form of marketing do prospective consumers consider most appropriate?
Cancer Research UK is looking for a new sponsor, after Tesco's 10 year sponsorship of its Race for Life fundraiser ended. Since its launch in 1994, how much money has Race for Life raised for Cancer Research?
Jack Daniel's announced this week that it is on the hunt for a new digital agency to strengthen the brand’s association with live music. But which artist has their own '901 Tequila' brand?
The shortlist for the IPA Effectiveness Awards was announced this week. But who was the only agency to receive more than one nomination?
And finally. Domino’s Pizza is well-known for its eccentric marketing ploys. But Domino’s in Japan set the bar even higher last week by announcing that the pizza chain intends to open the first fast food outlet where?
FEBRUARY 2012
Karen Fraser and Emma Taylor
The Bailey Review, 'Letting Children be Children' was published in summer 2011. One specific finding was that the amount of sexualised imagery in outdoor advertising should be reduced. The OMC asked Credos to explore this issue further, via a nationally representative sample of GB adults. The purpose was to understand in more depth what sorts of outdoor advertising cause offence, and to provide a useful steer to advertisers evaluating their creative executions.
DECEMBER 2011
This report sheds light on young women's attitudes towards the use of airbrushing in advertising, as well as revealing new insights into the media lives of young women in the UK. It brings together qualitative and quantitative research among women aged 10-21, which shows that young female consumers have a preference for more natural images in advertising.
Click here to see the press release.
NOVEMBER 2011
Dr Benjamin Reid & Alexandra Albert, The Work Foundation
This report covers the direct, indirect and induced economic impact of the advertising industry, before moving on to analysis of the more complex 'catalytic' impacts - e.g. those economic benefits which arise from a thriving advertising industry. The report correlates a range of important measures to the catalytic impacts, such as innovation and economic growth.
It concludes by highlighting the decisions required to undertake such an analysis, and proposes next steps to improve advertising industry economic analysis in the future.
JUNE 2011
Karen Fraser & Cathryn Moses
This report brings together the quantitative and qualitative research Credos commissioned for contribution to the Bailey Review.
Our research shows that parents find it difficult to keep up with their child’s interaction with the digital and online world.
We conclude that more needs to be done to help empower parents as regulators of their children’s media consumption.
Dr Barbie Clarke, Family, Kids and Youth
An in-depth look at children’s development, considering child psychology, recent developments in neuroscience, sociological studies, social competence, and children’s understanding of advertising.
This review shows that whilst it is the case that children can recognise advertising at a young age (4- 5) it is not until they reach middle childhood (age 8-12) that children understand advertising, and it is not until they reach adolescence, age 12 plus, that children can understand the commercial intent of advertising.
While there was concern expressed by parents on many issues affecting their children’s wellbeing, advertising and marketing to children was not perceived to be a huge problem.
However, it appears that many parents feel on the back foot when it comes to understanding fully the media children now consume. This stems largely from a lack of knowledge, creating a ‘fear of the unknown’.
MAY 2011
Wendy Gordon & Blue Martin, Acacia Avenue
This report highlights the findings of the first two waves of the Credos Forum. More information on the Credos Forum can be found HERE and video highlights of this research can be viewed HERE.
APRIL 2011
Katharine Peacock, Research Team Manager at ComRes
This report highlights challenges facing the advertising industry and picks out opportunities to improve MPs’ perceptions of advertising over the course of this Parliament.
MARCH 2011
Karen Fraser & Josh McBain
Credos' debut report surveyed both the public and opinion formers to gauge their views on advertising.
The findings reveal that public opinion is muted, although certain areas cause some concern.
Opinion formers’ views tend to be more nuanced, but to a large extent mirror the views of the wider population.
Josh McBain & Emma Taylor
This report reviewed the evidence used to claim that advertising and marketing encourages youth drinking.
Our review highlights significant gaps in the existing body of research, and calls for more research on youth alcohol consumption in the UK.
Chris Baker, Partner at Bacon Strategy & Research
This report examines long-term trends in children's attitudes and opinions. It aims to uncover any negative influences on children's wellbeing.
The report concludes that "existing data does not suggest or demonstrate any evidence that childhood has become ‘toxic’, or that engagement with the commercial world has undermined children’s fundamental values or overall wellbeing. In fact, if anything, trends suggest that the opposite is the case, and that there has not been a decline in overall wellbeing."