Why Advertising Rarely Goes Wrong

Marketers are often very conscious of the ways that their advertisements can backfire or “go wrong” in the eyes of their audiences. They often worry about insulting someone or someone taking their messaging the wrong way. Read more →

Don’t Forget about Music in Marketing!

We often talk about how people rarely pay full attention to advertisements and that they often forget the advertisements that they do see. For example in the book How Brands Grow, Byron Sharp points out that only 16% of ads are remembered and correctly attributed. Read more →

How to Change Beliefs

Recently, Amplified Intelligence did a study that looked at active attention for people consuming video based on platform. The research revealed that Instagram was the platform where people paid the most active attention, while people watching linear TV paid the least amount of active attention to the content. Read more →

The Pitfalls of Easy Data in Marketing

From performance marketing to attribution modeling, we’ve seen a rise in available data from marketing over the past several years which have shifted our focus to more lower-funnel activities. Read more →

How to Break Through the Attention Barrier

A recent study from the Advertising Research Foundation shows that attention matters. In fact, the more attention to or involvement with the content, platform, device or media brand, the more likely an ad will be effective. Read more →

What’s That? Marketing That Gets Noticed

Most marketers are aware that people tend to shop around the perimeter of the grocery store. If you think for a moment, you can probably confirm that this is true of yourself when you go grocery shopping as well. We don’t walk down every aisle and give every product equal consideration. Read more →

Consumer Psychology and Media Placement

At Intermark Group, we’re often discussing the many psychological drivers that impact advertising effectiveness. One of the biggest drivers that often gets overlooked by the marketing world is the internal motivation of the audience when the ad appears. Read more →

Make It Easy, Then Make It Easier

The importance of understanding the customer perspective has been around a long time in marketing. In fact, some of the biggest figures in marketing were the most prominent voices promoting the perspective of the customer. Read more →

Surprises Help Ads Get Noticed

As marketers, we spend a lot of time thinking about how people direct their attention as they go about their day. This is an important question because the majority of information that reaches the senses gets ignored. Read more →

The Psychology of Advertising and Sales

Marketers are often tasked with the challenge of estimating the long term impact of marketing and advertising on sales. This is a difficult question of course, with many factors coming into play including the size of the brand, advertising spend, competitors advertising spend, the advertised message, and more. Read more →