JAR Best Papers: Digital Video vs. TV Ad Spend, and Context Effects in Advertising (Event Summary)

Summary

At this Insights Studio, JAR Best Paper winning authors discussed their findings on allocating spending across digital video and TV advertising, and the impact of media context on advertising memory. A Q&A panel then applied these insights to the industry and today’s marketplace. Guest panelist JAR Editor-in-Chief John Ford flagged topics of interest for future submissions to the Journal, including artificial intelligence, neuro-based analyses of effectiveness, cross-platform research, and the impact of Covid-19 on advertising. Speakers

• Mahima Hada, Best Practitioner Paper Winner: Assistant Professor of Marketing and Director of Marketing Analytics Programs at CUNY, Baruch College
• Eun Sook Kwon, Best Academic Paper Winner: Assistant Professor of Advertising at Rochester Institute of Technology’s School of Communication

Q&A Panelists

• Moderator: Paul Donato, ARF Chief Research Officer
• John B. Ford, JAR Editor-in-Chief and Professor and Eminent Scholar at Old Dominion University Strome College of Business in Norfolk, VA.
• Horst Stipp, ARF EVP of Research and Innovation, Global & Ad Effectiveness
• Nazrul I. Shaikh, VP Analytics at Market Fusion Analytics, New York
• Karen Whitehill King, Emeritus Professor of Advertising at the University of Georgia Grady College of Journalism and Mass Communication