Current Issue Summary
March 2024 (Vol. 64, Issue 1)
Editor’s Desk
The JAR 2024 List of Research Priorities: An Advertising Industry-Informed List of Areas Where Research Is Needed Most
Editor-in-Chief Colin Campbell unveils his 2024 research priorities, which he determined after lengthy, one-on-one interviews with advertising professionals. The list “is a call to further deepen the connection between academia and the advertising industry,” Campbell writes, “catalyzing researchers to tackle the most urgent needs and challenges faced by advertisers.” This year’s topics include Generative AI in the following categories: creative, market research, trust and ad effectiveness. Also: Retail media networks, advertising effectiveness, attention, AR/VR and spatial computing, DEI, prosocial advertising, and echoing two themes from 2023, to “integrate and synthesize what is currently known in an area.” Separately: Campbell’s annual acknowledgement thanks the ad hoc reviewers, who add areas of expertise to the peer-review process, plus a shout-out to Marla Royne Stafford, who shepherded this robust special issue on prosocial advertising messages.