Why Content Quality Matters So Much in Native Advertising

  • Yoori Hwang (Myongji University) and Se-Hoon Jeong (Korea University)

Practitioners who develop native advertising campaigns should pay close attention to where they place mentions of their brand. This empirical study found that a poorly written article that is associated with a brand message will lead to negative perceptions about both the brand and the credibility of the news source.

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Findings from the 2nd Annual ARF Privacy Study

What has changed in the last year about U.S. consumers’ time spent on digital devices, the data they are willing to share, their understanding of websites’ privacy policies, and their trust levels? The ARF 2nd Annual Privacy Study answers these questions overall and for a number of population segments.

How Does Media Context Affect Ad Memory?

  • Eun Sook Kwon, (Rochester Institute of Technology), Karen Whitehill King (University of Georgia), Greg Nyilasy (University of Melbourne) and Leonard N. Reid (University of Georgia)

How does media context affect ad memory? This summary of a meta-analysis of quantitative studies pieces together part of the puzzle to shed new light on the relationships between media context and ad memory. The findings also provide valuable guidance.

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Experts Share New Shopper Marketing Approaches

Shopper marketing change is rampant! The good news: disruption is creating opportunities – not just challenges – and the industry is responding with new approaches to increase market share and revenue.

Learn how leading brands and other experts are engaging consumers and building growth in this 2019 ARF SHOPPERxSCIENCE event summary.

Best Practices for Advertising Research Citations

  • Shelly Rodgers, University of Missouri

An estimated 32% of published papers go uncited. To ensure the integrity of future knowledge, an academic calls for a new set of best practices to ensure that valid advertising research gets cited, noting benefits for both researchers and practitioners.

Reciprocate on Shared Data, or Lose Customers

  • Natasha Hritzuk

Customer concern about the lack of control over the ownership of their data has generated new challenges for companies to create meaningful and easily understood data policies. A WarnerMedia (formerly Turner) study revealed what customers are willing to share—and why companies that reciprocate by explaining the benefits of sharing can minimize the risk of losing customers.

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