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Advertising Creative

Find the latest and most impactful research on advertising creative here. All the research listed comes from the ARF or one of its subsidiaries: The Journal of Advertising Research (JAR), the Marketing Science Institute (MSI) or the Coalition for Innovative Media Measurement (CIMM). Feel free to bookmark this page, as it will be updated periodically.

How Does the Digital Environment Impact Advertising Creativity?

  • JOURNAL OF ADVERTISING RESEARCH

Does the digital environment support or constrain advertising creativity? The answer is both. But how? Researchers in Australia relied on two seminal methods—the rigorous Delphi recruitment method through which research queried creative experts worldwide, and the Four P’s model of creativity. These were applied to investigate “place” (the digital environment) and its impact on the remaining P's: process, person and product. What they found was that technology both enhances and represses creativity.  

A Blueprint for Managing Transparency Messages in Influencer Marketing

  • JOURNAL OF ADVERTISING RESEARCH

With influencer marketing a fixture in many brands’ communications strategies, managing disclosures about these relationships gets tricky. A new study offers insights into conditions for transparency that can affect an influencer’s authenticity and engagement, depending on that person’s community size and the source of disclosure—whether the influencer, the platform or a lack of a message or no source.

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When Should You Apologize for a Service Failure?

  • MSI

GPS and other new, digital technologies have given companies capabilities like never before. They also bring up new questions. For instance, if a company using GPS can see a small service failure is about to occur, should it proactively apologize in real-time or let it go? Proactive apologizing can backfire, which may cause the customer to perceive this service experience as lackluster, leading to decreased satisfaction, trust, recommendations and patronage. What can be done to help managers decide if and when to apologize, and when appropriate, how to do so in the right manner? This study offers some insights.

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Emphasizing the Negative Builds Trust in CSR Environmental Messaging

  • JOURNAL OF ADVERTISING RESEARCH

As counterintuitive as it sounds, this study shows that companies in environmentally unfriendly industries are perceived as more trustworthy when they use negatively framed messaging focused on reducing the damaging impact of their production processes, rather than on positively framed messages that tout benefits. Building such trust, in turn, elicits favorable consumer intentions and behaviors.

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What’s Behind Consumer Recall of Brands Co-Appearing in TV Programs?

  • JOURNAL OF ADVERTISING RESEARCH

Consumers’ short- and long-term memory and recognition of brands that co-appear in television programs is affected differently when the juxtaposed products are either in the same or different categories, and when the brands are either familiar or unfamiliar, new research shows. The findings are intended to help strengthen product placement strategies and decisions around choosing the right co-appearing partners.

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Risk Resonates with Youths in Marijuana Counter-Marketing Campaign

  • JOURNAL OF ADVERTISING RESEARCH

After becoming the first state in the U.S. to legalize marijuana, Colorado launched a counter-marketing campaign aimed at discouraging those under age 21 from using the drug. Preliminary results from a study of the campaign show how it reshaped Colorado youngsters’ perceptions of pot use by focusing on fact-based risk messaging, revealing insights into the attitudes and behaviors of this demographic.

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Does Animation Help or Hurt Rx Drug Ads?

  • JOURNAL OF ADVERTISING RESEARCH

Animated and rotoscoped characters in television commercials can affect consumers differently than live actors. But in direct-to-consumer ads for prescription drugs (which convey risks and benefits), can these characters alter the ways people process the information and therefore, their perceptions about the brand and the ad? A new study has some surprising findings and opens the door to further research.

Country of Origin & Willingness to Pay

  • MSI

How do consumer’s latent sentiments about patriotism, nationalism, xenophobia and “economic patriotism” affect their willingness to pay for imports? This research shows that in cases of perceived economic, political or cultural conflict with the homeland, domestic products can shore up sales by emphasizing their connection a consumer’s country of origin. A “buy local” message helps defend against imports, even from allied nations.

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Can Food Service Delivery Continue to Deliver?

  • MSI

Food delivery service grew substantially during the COVID-19 pandemic, due to restaurant shutdowns. But new research shows that most of the growth actually came from pre-pandemic customers placing more frequent and larger orders. As restaurants reopen, consumers may revert back to pre-pandemic behaviors, challenging future growth in this category.

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