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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.

MSI: Is There a Hierarchy of Effects in Advertising? Empirical Generalizations for Consumer Packaged Goods

Analyzes how cognition, affect and experience mediate advertising effects on sales, using data from 178 fast-moving consumer goods brands in 18 categories over seven years. Demonstrates that the traditional Hierarchy of Effects (HoE) model holds up well, but varies across cpg brands with the primary sequence being affect → cognition → experience (ACE).

Read the Working Paper.

KaH: How to Adapt Global Campaigns to Local Contexts

Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.

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JAR: The Impact of Source Effects on the Evaluation of Music for Advertising

Does music in advertising need to come from an expensive source, like a popular performance artist, to make an impact? Not necessarily. After studying people’s evaluation process for choosing music in ads, researchers found big differences in how advertising professionals and consumers judge the sourcing of music. And, that differential can prove costly for brands.

Read the JAR summary.

The Best Tools & Apps for Making Social Media Ads

Are you getting the most out of your advertising campaigns on social media? This helpful report offers an easy, step-by-step guide on how to create an ad on the four most popular platforms: Facebook, Twitter, LinkedIn and Instagram. It covers the ads manager feature for each, too. This can help you get the most out of your dashboard. And it discusses the best tools and apps available for each page.

Read the article summary.

KaH: Elements of a Successful Brand Purpose Campaign

Defining what makes purpose-driven marketing campaigns successful has historically been more art than science. In an effort to shift the balance squarely back in favor of science, the ARF and Kantar have introduced Cracking Brand
Purpose, a study that identifies the elements that create leading purpose-driven campaigns and provides a best-in-class framework to shape, guide and evaluate future campaigns.  Read more.

The Duality: Advertising in a Pandemic-driven Recession

The current situation is unprecedented. Advertisers are scrambling to figure out how best to advertise in the context of a pandemic and a recession, what ARF CRO Paul Donato is calling: The Duality. While no research exists examining advertising in the context of both of these things, solid research, and ARF original research, examines advertising during a recession, when brands “go dark” and advertising adjacent to upsetting news.

Read the article summary.

JAR: The Effects of Communicating Passion in Advertising

Does the conveying of passion in advertising make customers rate their products and brands more highly? Researchers have found evidence that there is indeed a positive relationship. Findings suggest that, when a brand advertises that the company “loves” what it does, consumers believe that the company works harder and makes better quality products.

Read the JARarticle.

CMO Brief: The Short and Long Advertising Game

Has real time feedback made marketers short-sighted? Charles Young thinks so. The CEO and founder of Ameritest, Young argues in a recent article that marketers should refocus on long-term goals, such as brand building and creative. One way to do that is to think about how human memory works and apply those insights to a brand’s long-term plans. Since human memory is such a complex phenomenon, Young breaks it down using computer memory as an easy to understand analogy. Read more.

KaH: Brand Safety

Advertising has always been part of the cultural zeitgeist. But today, brands must always be aware of social issues. This is due to the breakneck speed at which social media and online platforms move. The cost of ignorance can be swift and severe. Negative brand adjacency doesn’t just damage a brand’s reputation. It can have a direct impact on its bottom line as well.  Read More.

JAR: Best Measures of Attention to Creative Tactics in Advertising

What’s the best way to measure attention to TV ads when specific creative devices, like animals and voiceover, are used? In this study, three key biometrics—eye movements, sweating, and heart rate—responded differently to attention-getting tactics and to levels of consumer attention, but heart rate uniquely helped identify ineffective ads.

Read the JARarticle.