JAR Insights Studio Series
A Virtual Deep Dive: Inside the Journal of Advertising Research
JAR Insights Studio events bring to life the latest research in the ARF’s flagship journal, featuring academic and practitioner authors from around the globe. Meet the minds behind a robust body of work, presenting new methodologies and discoveries that advance both practice and scholarship, followed by engaging Q&A panel discussions.
At this Insights Studio, authors from three different continents showcased their recently published work—including the JAR Best Paper 2022 on how advertising expenditures drive consumers’ perceptions of ad and brand quality. Also featured were studies on deepfakes and AI reshaping the advertising industry, the success of using product endorsers who are actors known for roles portraying despicable characters, and KPI patterns of social media influencers across several platforms. Talking points in the concluding Q&A spanned the future of AI in advertising and influencer marketing, machine-driven decisions for choosing endorsers, and factors (product- and economic-related) affecting consumer perceptions of quality in TV ads and engagement in user-generated content.
At this Insights Studio, speakers on four different continents presented their work published in the JAR, with common themes of attention and frequency. Two presentations focused on banner blindness tactics: one compared the effectiveness of personalization and extreme creative strategies, while the other showed how unexpected ads like pop-ups and floaters drive attention and shape attitudes. A study on roadblock advertising tackled the question: Is this attention-getting tactic worth the substantial cost? And lastly: effects of influencer disclosures over time within a framework of consumer skepticism. A lively Q&A discussion explored the roles of attention and inattention in creative and media, contextual nuances, frequency effects of roadblock advertising and influencer disclosures, differences in attention factors across cultures, and the need for more research overall in the area of attention.
At this Insights Studio, authors from India, Hong Kong and the U.S. showcased their work published in the Journal of Advertising Research on why consumers follow influencers, why people tune out of advertising, what triggers memory and recognition of brands that co-appear in ads, and whether brands are overspending on sport sponsorships. In the concluding Q&A, talking points included parallels of engagement and context effects between the different themes, KPIs in attention and sales outcomes, influencers’ roles as media and creative, and risks for strong brand personalities in sports sponsorships.
Sixes, A.I. and Media Metrics, Feb 2, 2021
Experts in Australia and the U.S. synthesize their research on TV ad effectiveness and a proposed new metric; a new benchmark for measuring radio advertising avoidance; creative strategies for making six-second ads more impactful; and insights into ad sharing from facial coding analysis.
Inside the JAR: Going “Dark,” Causality, Gender and Creativity, Nov. 2, 2021
At this Insights Studio, a global panel showcased their work published in the Journal of Advertising Research on the impact of halting advertising, methods to improve causality–analysis of TV ad effectiveness, gender roles in ads, and the emotional advertising creativity process. Going “dark” during the pandemic, use of counter-stereotypes, and causality in marketing-mixed modeling were among issues addressed in the concluding Q&A.
JAR Best Papers: Digital Video vs. TV Ad Spend, and Context Effects in Advertising, December 9, 2020
Best Paper winners showcase their work on ad spend in digital video vs. television, and the impact of media context on advertising memory.
Audio Advertising, Targeting, Creativity and Segmentation/CSR Ads, October 21, 2020
Researchers in Australia, Spain, Sweden and the U.S. explain how speech rates in radio advertising influence cognitive and physiological outcomes; double jeopardy effects in digital media; insights behind creative planning; and why generational differences matter in CSR messaging.
Gender, Cause Marketing, and the Future of TV & Video, August 11, 2020
Experts in Australia, the U.K. and the U.S. present their findings on feminism and women in ads; gay imagery in ads and their effects on consumers’ intentions; TV and video viewing patterns; and how CSR campaigns with guilt appeals influence consumers.
Advertising Creativity and Strategy, May 12, 2020
Award-winning authors in Australia, New Zealand, Sweden and the U.S. explain what they learned from their research questions:
- Why do great creative ideas get rejected?
- Six-second TV commercials: What can (and can’t) they deliver?
- How does communicating passion in advertising (like, “We love what we do!”) shape people’s product and brand evaluations?
- How do advertising and promotional effects drive consumer service/restaurant sales?