Page 18 - Advertising

Indian advertising turns to causes

Besides going multi-platform, longer ads that are high on emotion and empathy and often speak through an issue or cause are making a mark

It's about building connection and communication, not just advertising: Nandini Dias

Interview with CEO, Lodestar UM

Advertising is about partnerships

For marketers who are cynical of agencies and agencies who are cynical of marketers, here is something to reflect on: Relying on research and pre-testing

India to enter top 10 ad markets list

Mid-year forecast places the country at 10, up two places over last year

Lodestar retains Rs 400-cr Coca-Cola account

This was the largest pitch in the first half of this year, which saw key media agencies vying for it

New law for celebs endorsing unverified products soon

It will have penal provisions of Rs 50 lakh and five year imprisonment

Consumers getting increasingly confused by native advertising

Consumers are finding it increasingly difficult to differentiate between advertising and editorial content as publishers muddy the waters through their choice of wording and placement, according to new research. A study conducted by the Grady College of Journalism and Mass Communication at the University of Georgia found that adverts prefaced as a "brand voice" or "presented by" were far less likely to be identified as paid for content than content labelled "advertising" or "sponsored content".In all, respondents were seven times less likely to pick up on the former wording. Furthermore, eye-tracking software showed that the position of any disclaimer was also key, with only 40 per cent of readers clocking a disclosure at the top of the page - whilst 90 per cent picked it up "in an outlined box" in the middle of the story and 60 per cent at the bottom. A group of 242 consumers were given 500- to 600-word sample native ads to inform the survey findings.