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Buying Social Media Ads
Cristal Bittencourt
When you are buying social media ads, there are three main metrics to be considered: CPM: Cost per Thousand CPC: Cost per Click CPV: Cost per View CPA: Cost per Action You choose the metric based on the primary objective of the campaign. Each metric has its particularity. In CPC for example, when the daily budget […]
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Heineken: The Cliché
Cristal Bittencourt
In 2016, Publicis launched a campaign for Heineken in Brazil called The Cliché. In the ad, we see three couples having dinner while the men receive a message saying that they are invited to a Heineken’s party that will be transmitting the Champions League Final. But first, they need to convince their girlfriends to go […]
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Neuromarketing and Emotional Appeals
Cristal Bittencourt
In recent years, advertising has been using neuromarketing techniques more and more. But what is neuromarketing? It’s the application of neuroscience to marketing. Studies have shown that 95% of our mental activity is subconscious, and neuroscience is the branch of science that tries to understand that. By studying the nervous system, neuroscience intends to figure out how […]