Inside the Journal of Advertising Research: Influencer Engagement, Ad Disengagement, Co-Branding Recall and Sponsorship ROI
JUNE 21 @ 12:00 PM – 1:00 PM EDT
The ARF’s flagship Journal of Advertising Research publishes empirical, cutting-edge research by academics and practitioners worldwide on advertising effectiveness, brand marketing, social media, consumer psychology, technology 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 – 12:05 pm
Introduction
Paul Donato, Chief Research Officer, ARF
Nanette Burns, Managing Editor, Journal of Advertising Research/ARF
12:05 – 12:15
JAR Best Paper: How Advertising Expenditures Affect Consumers’ Perceptions of Quality: A Psychology-Based Assessment of Brand, Category and Country-Level Moderators
There’s research galore on the signaling effects of ad spending. But this work tackles lingering questions by diving deep into consumer psychology: Why do advertising expenditures have a stronger impact on perceived quality for some brands and in some product categories, but not as much in others? And how do increases in expenditures across different media channels affect quality perceptions? Stellar voting scores from the JAR Editorial Board propelled this work to Best Paper 2022.
Kevin Lane Keller, E.B. Osborn Professor of Marketing, Dartmouth College Tuck School of Business
Artificial intelligence is already changing advertising, but how will it reshape it moving forward? Another high-scoring paper from 2022, this study unpacks the potential effects of three different forms of AI—analytic, interpretive and creative—on seven categories of advertising industry stakeholders. Can those who embrace the evolving creative AI mechanisms get ahead of competitors?
Kirk Plangger, Senior Associate Professor at King’s College London, King’s Business School
12:27 – 12:37
Actors Who Play Outlaws Can Be Good for Endorsing Products: The Unexpected Power of Negative Character Endorsers
Negative or outlaw film and television characters, like Breaking Bad antihero and drug kingpin Walter White, are liked and trusted less than their real-world counterparts, yet can be effective product endorsers. This research sheds light on a novel and creative marketing tactic.
Jennifer Jeffrey, Associate Professor and Director of the School of Management, Economics and Mathematics at Western University, King’s University College in Ontario
Matthew Thomson, Professor of Marketing, University of Massachusetts Amherst Isenberg School of Management
Brand managers that incorporate influencer marketing in their social-media marketing strategies are often at a loss for measuring evaluating an influencer’s effectiveness. This work, scheduled for publication in the June issue of JAR, examines classic KPIs (followers and engagement) of 180 influencers across five platforms, and identifies critical differences that can help shape partnerships between brands and influencers.
Naser Pourazad, Lecturer in Marketing at the College of Business, Government and Law, Flinders University, Australia
Lara Stocchi, Senior Lecturer in Marketing, Ehrenberg-Bass Institute for Marketing Science, UniSA Business, University of South AustraliaEhrenberg-Bass Institute for Marketing Science, UniSA Business, University of South Australia
12:49 – 1 pm
Q&A
Paul Donato will lead an expanded panel, drawing from his and the audience’s questions.
Joining the Q&A on Best Paper 2022’s ad spend/ad quality perceptions:
Koushyar Rajavi, Assistant Professor, Georgia Institute of Technology’s Scheller College of Business
Donald R. Lehmann, George E. Warren Professor of Business, Columbia University Graduate School of Business.