Inside the Journal of Advertising Research: Influencer Engagement, Ad Disengagement, Co-Branding Recall and Sponsorship ROI
MAY 4 @ 12:00 PM – 1:00 PM EDT
The ARF’s flagship Journal of Advertising Research attracts contributions from academics and practitioners worldwide—experts in advertising effectiveness, brand marketing, psychology, technology and more. Its mission: to bridge the gap between theory and practice under a rigorous peer-reviewed process independently of the ARF. In this Insights Studio, watch speakers bring to life their work recently published in JAR, tackling such questions as:
- What drives consumers to engage with influencers on social media?
- Why do people tune out, or disengage, from advertising, and how can that disengagement be measured?
- When brands co-appear in TV programs, how do familiarity and product congruity influence consumers’ short- and long-term recall?
- Are brands overspending on sports sponsorships?
12 – 12:05 pm
Paul Donato, Chief Research Officer, ARF
Nanette Burns, Managing Editor, Journal of Advertising Research/ARF
12:05 – 12:15
What Drives Consumers to Engage with Influencers?
Influencer advertising is on the rise, yet we know little about what prompts consumers to engage with the “star of the show”. Learn about six newly-identified consumer segments that follow influencers, revealing why they do so and how they react to influencer content—insights that serve as a guide to managing social-media relationships.
Justine Rapp Farrell, Associate Professor of Marketing and Marketing Department Chair, University of San Diego Knauss School of Business.
12:16 – 12:26
When Consumers Tune Out Advertising
Why do consumers tune out advertising, and what can marketers do about it? There is plenty of research about consumer engagement, but very little on disengagement. These experts fill that gap by broadening the definition of disengagement, identifying the cause for it and developing a scale for measuring it.
Varsha Jain, Professor in Integrated Marketing Communications and Doctoral Co-Chair, MICA, Gujarat, India
Altaf Merchant, Dean and Professor of Marketing, Milgard School of Business, University of Washington, Tacoma.
12:27 – 12:37
Consumer Recall and Recognition of Co-Appearing Brands in TV Media
Consumers’ short- and long-term memory and recognition of brands that co-appear in television programs are affected differently when the juxtaposed products are either in the same or different categories, and when the brands are either familiar or unfamiliar. Find out how this researcher came to her conclusions, helping to strengthen product placement strategy decisions around choosing the right co-appearing partners.
Fanny Fong Yee Chan, Associate Professor of Marketing at School of Business, The Hang Seng University of Hong Kong
12:38 – 12:48
Are Brands Wasting Money on Sports Sponsorships?
Are brands that sponsor sports teams and events paying too much to reach fans? These researchers focused on Major League Baseball sponsorship and four dimensions of brand equity, using the expansive BAV (BrandAsset Valuator) database. A major finding: Brand personality matters. Strong personalities tend to overspend, while ‘boring’ ones can hit the ball out of the park.
Kirk Wakefield, the Edwin W. Streetman Professor of Retail Marketing and Executive Director of the Center for Sports Strategy & Sales, Baylor University Hankamer School of Business
Anne Rivers, Senior Vice President of Strategy and Marketing, The Howard Hughes Corporation and Co-founder, basc partners
12:49 – 1 pm
Paul Donato will lead an expanded panel, drawing from his and the audience’s questions. Joining the Q&A are:
- Kevin Lane Keller, Senior Associate Dean for Marketing and Communications and the E.B. Osborn Professor of Marketing at Dartmouth College Tuck School of Business, and Lane Wakefield, Clinical Assistant Professor of Marketing and a director, Center for Sports Strategy and Sales, Baylor University Hankamer School of Business. Kevin, a former MSI executive director, and Lane co-authored the work on sports sponsorships with Kirk Wakefield and Anne Rivers.