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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.

JAR Calls for Papers: Immersive Technologies & Prosocial Advertising

  • JOURNAL OF ADVERTISING RESEARCH

Editors at the Journal of Advertising Research have launched two new calls for papers on timely themes — one on immersive technologies and the other on prosocial advertising messages. Interested in contributing your robust work in these areas? Read on to learn about goals for each call and the journal’s resources and support toward submitting a successful paper.

New Research Methods Strengthen Ad Creative’s Impact

  • CREATIVE COUNCIL

Advertising creative is critical to driving business growth and positive business outcomes for brands, several studies have shown. It is also crucial to the overall ecosystem and brands’ ability to reach their marketing goals. Given the importance of good creative, the ARF Creative Council put together a white paper to inform and educate members on new methods and approaches for generating and optimizing advertising creative content. These fresh and innovative methods offer potent insights during the creative development process. The white paper focuses on tools that can be leveraged in the early stages of creative development, particularly those that take advantage of state-of-the-art technology.

Member Only Access

Does Anthropomorphism Help or Hurt Brands Entering Foreign Markets?

  • JOURNAL OF ADVERTISING RESEARCH

Talking M&Ms, Mr. Peanut, the Michelin Man and the Pillsbury Doughboy are among the most popular anthropomorphic product characters, many of which we remember since childhood. A new study asks: How can a brand that uses this popular communication strategy avoid the negative impact of consumer ethnocentrism—the belief that buying foreign products is wrong—when entering foreign markets?

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What Makes Product Placements Effective?

  • CMO Brief

Product placements have grown in recent years and the practice is predicted to increase even further. According to a new “Global Product Placement Forecast” by media economists PQ Media, global product placement spending has rebounded at double-digit rates in 2021 and is forecast to do so again this year. What makes this strategy effective? Decades of research provide us with several useful insights.

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How AI and Deepfakes Could Reshape the Advertising Industry

  • JOURNAL OF ADVERTISING RESEARCH

Artificial intelligence is already changing advertising, but how will it reshape it moving forward? Researchers unpack 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?

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