How to create an appealing ad? Secrets to understanding different cultures

In our first spring newsletter, we are bringing a truly wide range of interesting research, articles and blogs!?

You can look forward to learning what is?transcreation and how important it is in the world of advertising; two research studies focused on cultural differences and how to take them into account to create the most appealing advertising.?

In the Brand Growth interviews with marketing professionals, we discover how the local team in the Netherlands works with creatives?at McDonald′s and how data influences a majority of decisions at Sky.

The diversity of topics continues as our case study on MediaMarktSaturn and article Beyond Commands will teach you new insights on sustainability and AI.

Enjoy!

BG INTERVIEWS

TOLGA TEKBASAN - MCDONALD′S NETHERLANDS

In the Brand Growth interview with?Tolga Tekbasan, Senior Brand Manager at?McDonald's Nederland, we discuss the company's marketing strategies that blend traditional goals with innovative approaches. Tolga emphasizes the importance of resonant campaigns, brand love, and unique creative freedom on the local level in the Netherlands, engaging Gen Z and Millennials through cultural events. Read more >>?

MICHAEL SUTTON - SKY

In a revealing interview with?Michael Sutton, Head of Quantitative Research at?Sky, we uncover the power of data-driven decision-making in shaping the future of Brand Growth and strategic planning. Michael shares insights into Sky's approach to leveraging brand metrics, such as consideration and purchase intent, and the role of implicit testing in refining brand strategy. Read more >>?

BLOGS

BEYOND COMMANDS: THE ART OF COMMUNICATING WITH AI

An interesting blog about AI explains how a human approach to commands filled with context, inference and empathy towards AI positively influences its behaviour and results. The Sally-Anne experiment is used as a metaphor to showcase the advanced conversational capabilities required for effective AI communication. Read more >>?

LANDING YOUR INTENDED MESSAGE: SPEAKING SO YOU ARE UNDERSTOOD

It is not easy to develop an advertising message that is motivating and relevant to your audience when the target can vary by country, motivations, age and history. How to phrase your message to ensure that it is catchy and understood correctly? And what key aspects not to forget when translating it? Read more >>?

ARTICLES

INNOVATION: A VIEW ACROSS NATIONS

Have you ever noticed how some cultures or countries prefer certain products over others? We know why!? Read our groundbreaking study, which uses Hofstede's cultural dimensions to investigate how innovations are accepted across cultures! Read more >>?

IMPACT OF NATIONAL CULTURE: HOW STYLE ELEMENTS AFFECT VIEWERS’ ATTITUDES TOWARD TV ADS

Join us in exploring how to make use of cultural differences to create universally appealing advertising. Our latest study delves into the complicated relationship between national culture and consumer attitudes towards advertising. Read more >>?

CASE STUDY

HOW MEDIAMARKTSATURN EMBRACES SUSTAINABILITY

MediaMarktSaturn?is leading the way in sustainability within the electronics sector, demonstrating that environmental responsibility is not just possible, but profitable! Research by DVJ Insights reveals that consumers prioritize sustainability from the moment of purchase to long-term usage, especially for large household appliances. The key takeaway? Embedding sustainability at every step of the customer journey not only aligns with consumer values but also fosters loyalty and trust in the brand. Read more >>?

EVENTS

GUEST LECTURE AT HOGESCHOOL UTRECHT

Our Research Director Vanessa Tapken taught students from the Creative Research course at Hogeschool Utrecht about DVJ′s testing of advertising and way of working. As part of their assignment, students analysed an ad and created an open application video as a young professional in the field.

ADVERTISING EFFECTIVENESS LECTURE

Our Research Team Lead,?Gabija Povilaityte?led a guest l

ecture at the?University of Groningen where she shared DVJ′s insights on ad pretesting and advertising effectiveness.

NEW EMPLOYEE

JORIS VAN DER HART - RESEARCH EXPERT

"My first weeks at DVJ were very interesting, I really like the smooth and mechanized way of doing research here. Efficiency and quality for the client seem to be the most important objectives here. I am looking forward to my time here, hopefully learning a lot about performing effective research, at the crossroads between science and business."

JOB OPPORTUNITIES

ALL ROUND ACCOUNTANT - DUTCH SPEAKING Are you a driven Dutch-speaking accountant and a proactive professional who enjoys working with people? Do you have an affinity for both numbers and people? At our Utrecht office, we are looking for a Dutch accountant who will support the financial part of DVJ. Are you keen to join a dynamically growing company or find out more about the role? Job offer >>

RESEARCH EXPERT - DUTCH SPEAKING Join our research team at DVJ Insights as a Dutch-speaking Research Expert, where you'll play a key role in shaping our growth strategy through diverse and impactful market research projects for renowned brands. This dynamic position offers a blend of daily project management, innovative research design, and direct collaboration with clients, ensuring a rewarding and varied experience. Job offer >>