Briefs all too often focus on building motivation, something that's frequently unnecessary or impossible, writes Adam Ferrier. But if they're not focusing on creating desire, what should marketers and their agencies be paying attention to?
New columnist Adam Ferrier kicks off his 'Unobvious Observations' by asking whether you ascribe to advertising as an art, a science or a sport.
Your consumers don't want to think if they don't have to, which is fine if they already know and love your brand. But what if you need to get their attention? Adam Ferrier explains the psychology of cognitive fluency and the impact for brands.
Consider the impact that negative information or imperfections can have on desirability, writes Adam Ferrier.
In this latest installment of 'Unobvious Observations', Adam Ferrier proves he is a true believer in the power of advertising and wonders why its practitioners don't put serious effort into truly understanding the craft.
'Source amnesia’ is a relatively recent, and increasingly worrying phenomenon that’s spreading across the world, but is a particularly curious worry for adland.
Australian marketing is splitting into two distinct paths.
Five psychological experiments every marketer should know.
It's time for the strategic planning profession to be redeployed, at the very least, to improve efficiency and creativity, writes the founder of Australian independent agency, Thinkerbell.