How Can a Celebrity’s Smile Make a Difference?

  • Jasmina Ilicic (Monash University), Alicia Kulczynski and Stacey Baxter (both at The University of Newcastle)
  • JOURNAL OF ADVERTISING RESEARCH

This may bring a smile to your face. A celebrity’s smile can go a long way toward improving perceptions about an ad and purchase intent, especially when it’s perceived as genuine. The quality of a smile can even help to offset negative attitudes toward the celebrity, which can help brands minimize the need to replace celebrity talent, if a celebrity “falls from grace.”

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How AI & ML Are Being Used Now

  • Joan FitzGerald, Data ImpacX; Hillary Haley, RPA; Anita Lynch, Disney|ABC Television Group; Alice Sylvester, Sequent Partners; and Audrey Thompson, Oracle Data Cloud

Hot terms or hotly contested terms? Although “artificial intelligence” and “machine learning” (aka AI and ML) are increasingly part of the marketing conversation, experts debate about how extensively they are being used today. See how leading marketers, agencies and researchers define AI and ML and how they are currently applying these concepts to drive business.

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A More Flexible Approach to Measuring Engagement

  • Bobby J. Calder, Mathew S. Isaac, Edward C. Malthouse
  • JOURNAL OF ADVERTISING RESEARCH

How can marketers more effectively measure consumer engagement in this increasingly complex media world? Although one-size-fits-all scales may be appropriate in some product areas, a broader definition of engagement—together with an approach that takes into account media context and customer goals—can provide new insights that enhance advertising effectiveness.

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The ARF Supports ANA’s Raising 2020 Census Concerns

Troubling. Bias. Distortion. Why would the ANA use these words in a letter to the U.S. Government expressing concern about the impact of the 2020 Census on marketing quality? Learn about what led them to act, why the ARF supports them, and possibly join them in sharing your views before the feedback period ends on August 7, 2018.

How to Leverage Online and Offline Chats to Boost Sales

  • Koen Pauwels, Ph.D. – Marketing Professor at Northeastern University, Ed Keller – CEO at Engagement Labs

While online social media listening often gets more attention, offline word-of-mouth also produces a major contribution to sales. What different roles do they play? How does their contribution differ by category? How can the two be best managed together? A study of 21 brands across five categories provides seven findings that brands can use to advantage.

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Are Black Media Overly Targeted to Black Audiences?

  • Morgan E. Ellithorpe, Michael Hennessy, Amy Bleakley
  • JOURNAL OF ADVERTISING RESEARCH

While movies and TV programs with predominantly Black casts tend to be targeted to Black audiences, they often reach a broader audience. This study examines how Black and White teens perceive Black-oriented content. It found differences that suggest changes in how Black-oriented content is marketed.

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  • Member Spotlight
  • Video

Targeting under the Microscope

  • Debate: Has Targeting Gone Too Far?
  • Member Spotlight
  • Video

Better Outcomes from Experimental Design & Continually Testing

  • Kathy Dykeman, Director, Marketing Science at Facebook “Marketing Effectiveness in the Digital Era”

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