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.
Cover images—the preview images that provide a glimpse of the content to be shown in pre-roll video ads—can determine whether or not someone clicks on the ad, depending on the level of arousal in those images and how well it meets their sensational needs, new research shows.
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Does brand activism—taking a stand on a sociopolitical issue—influence attitudes and purchase intentions, and if so, how? These questions are addressed in new research that identifies a credibility gap between brands that have an established reputation as activists, such as Nike and Ben & Jerry’s, and those that do not. With few exceptions, established activist brands have a lot more to gain than their emergent activist peers when taking a stand.
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Multicultural marketing is popular today. Its aim is to increase inclusion through consumption. But does propagating such marketing make a brand inclusive? An inclusive brand is one that creates, communicates and delivers offerings that serve underrepresented communities, say researchers in this Marketing Science Institute (MSI) working paper. In this way, such brands enhance lives through increased equality, acceptance, respect, belonging and empowerment.
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For many college-age consumers, the tingles and relaxing sensations that come from experiencing autonomous sensory meridian response (ASMR) can be weird and fun, but off-putting when, say, an endorser is too chatty and loud in the video. New research uses these insights to guide marketers and suggest that ASMR ads, typically aired on YouTube and other, non-traditional channels, are more effective at gaining attention than on traditional media.
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Even though the U.S. economy has some bright spots, economists warn a recession is still possible due to stubborn inflation. Advertisers want to be prepared as a result. While there is no failsafe advertising playbook to follow, as individual brands and businesses have nuanced needs and branding, there are some best practices and guidelines, which the following ARF Knowledge at Hand report gleans from some of the best research on the topic. The report covers the impact of “going dark,” the often-overlooked opportunities a recession can bring, how to maximize media spend effectiveness and how to frame appeals that are most attractive to customers during tough economic times.
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During the COVID-19 pandemic, the vulnerability appeal became prevalent among for-profit companies in distress and seeking ways to sustain their business. Facing the threat of shutting down, they shifted their messaging to asking customers to help them stay afloat by buying their products. New research explains the success behind these novel types of appeals.
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Previous research shows men under 30 care the least about the environment and taking steps to protect it, and are averse to traditionally feminine behaviors, which environmental appeals usually angle toward. A new study compares young men and women’s responses to a “take care of your planet” messages perceived as feminine, with other appeals emphasizing physical activity or “sweating” for the environment, seen as more masculine. Although “caring” is less effective, a gender-neutral-themed message resonates more broadly.
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Highly creative advertising is essential for lesser-known brands, but for familiar ones the effort may backfire, new research shows. If the highly creative ad is perceived as off-brand or forces too much information processing, it can damage consumers’ attitudes toward the familiar brand.
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Will an ad that makes fun of the very consumers it targets offend or appeal to them? So-called “audience-targeted negative advertisements” (ATNAs) are the subject of new research that examines ATNAs through the lens of empathy. It also tests their effectiveness for promoting low- and high-status products.
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Does direct persuasion still work in advertising? Two seasoned advertising research academics don’t think so. In an essay backed by empirical evidence, they argue—given the major changes in the ways consumers interact with brands today, such as online and through social media—that advertisers should shift from a direct persuasive strategy, to providing experiences that blend entertainment with more indirect persuasion.
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