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Attention, Please!

  • CMO BRIEF

How to get consumers to pay attention to advertising, widely seen as antecedent to ad success, has been an important issue for marketers for decades. The ever expanding increase in media vehicles and platforms – with increased multitasking – has arguably made this issue more important than ever. At the same time, new research, including studies that were presented at the AudiencexScience conference, are generating new insights, but also new questions, on the value of “attention”.

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Do Multicultural Audiences Watch TV Differently than Whites Do?

  • J. P. James (Salem State University); Tyrha M. Lindsey-Warren (Baylor University)
  • JOURNAL OF ADVERTISING RESEARCH

For decades, researchers and media planners have argued whether television-audience measurement has kept pace with the nation’s increasing diversity. Citing differences in triggers between Asians, Blacks, Hispanics, and Whites that lead to greater or less TV consumption, this study calls for a measurement standard that incorporates the multiculturalism of the audience, programming genre, technology use, and demographics.

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How Marketers Use AI to Navigate the Consumer Journey

  • Jan Kietzmann, Jeannette Paschen, and Emily Treen
  • JOURNAL OF ADVERTISING RESEARCH

As the consumer journey becomes increasingly complex, many marketers are turning to artificial intelligence to decipher it. But how does it actually help them be more effective at understanding and reaching consumers at different stages? A trio of academics explained how AI is transforming advertising.

 

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Branded Content Effectiveness: How to Measure It

  • Gian M. Fulgoni; Raymond Pettit; Andrew Lipsman (comScore)
  • JOURNAL OF ADVERTISING RESEARCH

Marketers lack consistent measures for gauging the effectiveness of branded content. To address the problem, a team of researchers believes that the value of branded content is best assessed by combining “traditional marketing metrics while also capturing the value of its uniquely engaging context.”

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Television remains a major part of most advertising campaigns

  • CMO BRIEF

Despite the growth of digital media and platforms, television remains a major part of most advertising campaigns and measuring the impact of TV commercials in this new environment is more important than ever.  A new report, by Sequent Partners for CIMM and the 4A’s, analyzes the new methods and compares the various providers’ approaches.

A New Scale Measures the Shopping Mall Experience

  • Haiyan Hu (Morgan State University) and Cynthia R. Jasper (University of Wisconsin–Madison)
  • JOURNAL OF ADVERTISING RESEARCH

As malls struggle to keep customers coming, a satisfying shopping experience as an effective marketing medium has become a top priority. Researchers have created a scale to measure that experience, and they offer guidance for malls based on their model’s findings.

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