Current Issue Summary
Sept 2021 (Vol. 61, Issue 3)
New Insights on Advertising Execution and Consumer Engagement
“The future of advertising requires meaningful partnerships between scholars and professionals in the field,” writes Editor-in-Chief John Ford in his essay introducing this issue of the Journal of Advertising Research (JAR). Moreover, the insights that derive from those partnerships must focus “on the greatest need areas faced by practitioners.” He begins with a summary of findings that consider one of the most critical issues brands face today: What happens to sales trends when broad-reach advertising stops for long periods of time. Other work highlighted from Ford’s summary include creative strategies to make six-second ads more effective, a comparison of two types of noncelebrity endorsers (the customer vs. the employee) and their impact on ads, and the risks and benefits of brand heritage advertisements’ ability to draw consumers closer to the brand, while increasing their willingness to pay more for products. Practitioners seeking insights and solutions, and academics hungry for empirical knowledge have much to gain from these and other articles featured in this edition of the JAR.
Read the full article here.