ARF the Advertising Research Foundation
  • Membership
  • Research
  • Access Knowledge
  • Communities
  • Events
  • About the ARF

home

Membership

  • Committees & Boards
  • Events
  • Self Service Research
  • Member Bulletin Board

Research

  • Recent ARF Research
  • Programs & Resources
  • Research Focus Topics
  • ARF DASH: Annual TV Universe Study

Access Knowledge

  • Topics
    • Ad Effectiveness & ROI
    • Analytics & Data Science
    • Audience & Media Measurement
    • Creative & Branded Content
    • Past Event Highlights
    • Research & Data Quality
    • Targets & Segments
  • Find a Solution
    • 2023 Top Member Questions
  • Publications
    • News You Can Use
    • Knowledge at Hand
    • Journal of Advertising Research
    • CMO Briefs

Events

  • Upcoming ARF Events
    • View All Upcoming Events
    • Upcoming Conferences
    • Upcoming Young Pros
  • Insights Studios
    • Upcoming Insights Studios
    • Past Insights Studios
  • Town Halls
    • Upcoming Town Halls
    • Past Town Halls
  • Past Event Highlights
  • Submit

Communities

  • Young Pros
    • About Young Pros
    • Upcoming Events
    • Advisory Board
    • Young Pros Spotlight
    • Social Strategist Team
    • Past Events Highlights
  • Women in Analytics
    • About Women in Analytics
    • Board of Directors
    • Mentorship Program
    • Upcoming Events
    • Past Events Summaries
  • Councils
    • Learn About the Council Program
    • ANALYTICS COUNCIL
    • MSI/ARF B2B Exchange
    • CREATIVE COUNCIL
    • COGNITION COUNCIL
    • CROSS-PLATFORM COUNCIL
    • CULTURAL-EFFECTIVENESS COUNCIL
    • LA MEDIA RESEARCH COUNCIL
    • ORGANIZATIONAL COUNCIL
    • PHARMA COUNCIL
    • SHOPPER INSIGHTS COUNCIL
    • SOCIAL COUNCIL

About ARF

  • About the ARF
  • ARF Board of Directors & Trustees
  • ARF Leadership Team
  • Marketing Science Institute (MSI)
  • Coalition for Innovative Media Measurement (CIMM)
  • Member Directory
  • ARF Awards
  • ARF In the Press
  • Press Kit
  • Contact Us
  • NYU/ARF Certificate in Marketing Optimization & Insights Certificate
  • ARF WIDE
  • ARF DASH: Annual TV Universe Study

My Account

  • Login
  • Create an Account

Invalid login. Please try again.

Password does not meet the required minimum length of 7.

Insights Studio
June 17, 2024 – 12 PM – 1 PM ET (Virtual)
Inside the Journal of Advertising Research:Ad Agency Intelligence: New Research on Agency Incentives, AI Integration, and Creative Attribute Effectiveness

 

AGENDA

Now in its 65th year, the ARF’s flagship Journal of Advertising Research publishes empirical, cutting-edge research by academics and practitioners worldwide on advertising effectiveness, AI, brand marketing, immersive technologies, social media, consumer psychology, and more. Its mission: to bridge the gap between theory and practice under a rigorous peer-reviewed process independent of the ARF. This Insights Studio showcases recent work as follows:

12:00 – 12:05 PM
Introduction
Colin Campbell, Editor, Journal of Advertising Research


12:05 – 12:17 PM
How Do Advertising Agencies Respond to Incentives?: Perceptions of Creativity in Competitive Account Reviews and Pay-for-Performance Compensation
Discover how agency creativity is influenced by incentive systems, like competitive pitches and pay-for-performance models—and why relational factors like trust and openness may matter more than financial terms.

Scott Koslow (Presenter), Professor of Marketing, Macquarie University
Huw O’Connor, Associate Professor of Marketing, University of Waikato
Mark Kilgour, Professor of Marketing, University of Waikato
Sheila L. Sasser, Eastern Michigan University


12:18 – 12:31 PM
Exploring the Integration of Generative AI in Advertising Agencies: A Co-Creative Process Model for Human–AI Collaboration
Examine how agencies are incorporating generative AI into their creative workflows through a four-stage model that reveals both the promise and pitfalls of human–AI collaboration.

Weila Cui (Presenter), Assistant Professor of Marketing, University of Nottingham Ningbo China
Martin J. Liu, Professor of Marketing, University of Nottingham Ningbo China
Ruizhi Yuan, Lecturer in Marketing, University of Nottingham Ningbo China


12:32 – 12:45 PM
Designing Delicious: An Examination of Creative Attributes Driving Food, Beverage, and Restaurant Advertising Effectiveness
Gain evidence-based insights into which creative elements actually drive performance in food, beverage, and restaurant advertising based on machine learning and human-coded analysis of over 2,300 global video ads.

Ryan S. Elder, Professor of Marketing, Brigham Young University
Gina Slejko (Presenter), Associate Professor of Marketing, Colorado State University
Jeffrey P. Dotson, Associate Professor of Marketing, The Ohio State University
Ariane Pol, Advertising Researcher, Google


12:45 – 1:00 PM
Q&A
Colin will lead a panel discussion, addressing questions from the audience and exploring the broader implications of the presented research.

  • Agenda
  • Event Details
  • Upcoming ARF Events
    • View All Upcoming Events
    • Upcoming Conferences
    • Upcoming Young Pros
  • Insights Studios
    • Upcoming Insights Studios
    • Past Insights Studios
  • Town Halls
    • Upcoming Town Halls
    • Past Town Halls
  • Past Event Highlights
  • Submit
  • ABOUT
  • ARF DASH
  • ARF WIDE
  • ARF/NYU CERTIFICATE
  • CIMM
  • MSI
  • PRESS
  • SUBMIT
image description

To further, through research, the scientific
practice of advertising and marketing

© the Advertising Research Foundation. All rights reserved.

Privacy Policy | Request Permission to Use Content