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Nigel Hollis (born 1958) is an American author, analyst, researcher, speaker and commentator on marketing. [1] He is the author of The Global Brand: How to Create and Develop Lasting Brand Value in the World Market, [2] published by Palgrave Macmillan in 2008, and is executive vice president of the market research agency Millward Brown.
Hollis contributed a chapter to Martin Lindstrom's 2005 book BRAND Sense, in which Lindstrom described research designed by Hollis and conducted by Millward Brown specifically for the book. Hollis also contributed a comparable chapter to Lindstrom's 2003 book BRANDchild.
Designed by Rex Briggs, then head of research at HotWired , with the technical support of HotWired staff including Joshua Grossnickle and Oliver Raskin, HotWired used some of Millward Brown measurement scales, but the methodology differed significantly from brand tracking, for which Millward Brown was known. Hollis was instrumental in having HotWired to work with Millward Brown, and this 1996 landmark study of online advertising, proving that banner advertisements could have a branding effect before clickthrough is noted as the first study of its kind. [3]
Hollis regularly publishes a blog called "Straight Talk with Nigel Hollis".
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement.
A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. In many cases, banners are delivered by a central ad server. This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place. Usually though, advertisers use ad networks to serve their advertisements, resulting in a revshare system and higher quality ad placement.
Wired is a monthly American magazine, published in print and online editions, that focuses on how emerging technologies affect culture, the economy, and politics. Owned by Condé Nast, it is headquartered in San Francisco, California, and has been in publication since March/April 1993. Several spin-offs have been launched, including Wired UK, Wired Italia, Wired Japan, Wired Czech Republic and Slovakia and Wired Germany.
Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually interactive, which allows brands and advertisers to engage deeper with the users. A display ad can also be a companion ad for a non-clickable video ad.
A strategist is a person with responsibility for the formulation and implementation of a strategy. Strategy generally involves setting goals, determining actions to achieve the goals, and mobilizing resources to execute the actions. A strategy describes how the ends (goals) will be achieved by the means (resources). The senior leadership of an organization is generally tasked with determining strategy. Strategy can be intended or can emerge as a pattern of activity as the organization adapts to its environment or competes. It involves activities such as strategic planning and strategic thinking.
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising, and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.
Hotwired (1994–1999) was the first commercial online magazine, launched on October 27, 1994. Although it was part of the print magazine Wired, Hotwired carried original content.
Erik du Plessis is the Chairman of Millward Brown South Africa and author of "The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising," 2005. He specializes in brand and advertising research. Erik has also been a guest professor at the Copenhagen Business School. Du Plessis formerly ran his own research company, Impact Information, in South Africa.
The Brazilian Institute of Public Opinion and Statistics is a Brazilian market research company. IBOPE provides data on media, public opinion, voting intention, consumption, behavior, marketing, branding and other issues as required by clients in Brazil and other countries in Latin America.
Kantar Group is a global data, insights, and consulting company based in London, England. It was founded in 1992, and has approximately 30,000 employees in over 90 countries working in various research disciplines, including brand guidance, brand strategy, social media monitoring, advertising effectiveness, consumer and shopper behaviour, and public opinion.
Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term. It is also related to marketing ROI and return on marketing investment (ROMI). In today's competitive business environment, effective marketing strategies play a pivotal role in promoting products or services to target audiences. The advent of digital platforms has further intensified competition among businesses, making it imperative for companies to employ innovative and impactful marketing techniques. This essay examines how various types of advertising methods can be utilized effectively to reach out to potential consumers
Ad tracking, also known as post-testing or ad effectiveness tracking, is in-market research that monitors a brand’s performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition.
Hubertus Bigend is a fictional character appearing in the third trilogy of novels of science fiction and literary author William Gibson. Bigend is the antihero of Gibson's Pattern Recognition (2003), Spook Country (2007) and Zero History (2010). In an interview Gibson says "I've always had a sense of Bigend as someone who presents himself as though he knows what's going on, but who in fact doesn't. It's just my sense of the subtext of the character: he's bullshitting himself, at the same time as he's bullshitting all of us."
Split Works is a China-based music company founded in 2006 by Archie Hamilton and Nathaniel Davis. It is a subsidiary of Split United, one of China's most influential music industry organizations, with offices in both Shanghai and Beijing. Split Works organizes the annual JUE | Music + Art Festival in Beijing and Shanghai, the Concrete & Grass Music Festival in Shanghai, and co-presents the "Contemporale" concert series with the Shanghai Symphony Orchestra.
Brand language is the body of words, phrases, and terms that an organization uses to describe its purpose or in reference to its products. Brand language is used in marketing to help consumers connect specific words or ideas to specific companies or products. When developing a brand language, word choice and tone are the two fundamental components. Word choice is the vocabulary that is used in the marketing or advertising, while tone refers to the attitude of the advertisement. Tone is not limited to language, it can also be incorporated through visual elements as well as delivery.
James R. Stengel is an American businessman, author, professor and public speaker. He served as the global marketing officer of Procter & Gamble from 2001 to 2008. Stengel is currently the president and CEO of The Jim Stengel Company, where he advocates for ideals-driven businesses and brands. In December 2011, he released his first book, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies.
Surround Sound Marketing is a term to describe the way in which a combination of marketing messages using different media formats work synergistically.
Nadim Sadek is a UK-resident, Irish-Egyptian marketing-entrepreneur and published author.
Rex Briggs is an author, award winning marketing ROI researcher. He began his career at Yankelovich Partners, where he was noted for his work in Generation X Minority marketing. While at Yankelovich, he is noted for developing a theory called “The Psychology of disenfranchisement.” Briggs was among the first to research the Internet.
An icon brand is a symbol-intensive brand that carry powerful universal values making it instantly recognisable thanks to ownable and distinctive codes. Becoming an icon is the peak of the marketing. Icon brands include various luxury brands and fashion brands, though any brand—regardless of its origins and sector—can become an icon brand if marketed competently.
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