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CMO Briefs

A one-page summary of ARF research, white papers, Knowledge at Hands, and perspectives on relevant topics.

What Happens When Brands Go Dark?

In the winter of 2018, the ARF composed a Knowledge at Hand report called “When Brands Go Dark.” This covered the impact of brands scaling back on advertising spend or eliminating it altogether. With a recession looming due to the coronavirus pandemic, economic jitters once again have many companies considering “going dark.” What are the short and long-term implications of such a move? Read more.

Should You Cut Your Advertising Budget in a Recession?

With the COVID-19 pandemic threatening a worldwide recession and brands fearful of declining revenue and cash shortages, many companies may be considering slashing their advertising budgets. Is this a wise move? A historical analysis of research on advertising in recessions—published in the Journal of Advertising Research in 2009—concluded that whereas a recession does mean fewer sales, continuing to invest in advertising can be beneficial.

Read more.

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.

CMO Brief: Getting Better Creative from Data and Insights

We have access to more data and research than ever before. But how well are they being used? It’s apparent to many in the advertising industry that there’s a gap between the research/data and creative/strategy communities, in terms of using data and insights effectively. To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which has led to the publication of a new CMO Brief entitled: How to Get Better Creative from Better Insights. Read more.

CMO Brief: Oracle Data Cloud Tackles Audience Quality

In 2018, $57 billion was spent on digital display advertising. That doesn’t mean those resources were used wisely. One crucial issue is the need to focus on audience quality. Failure to do so can lead to consumers being buffeted with messages or confronted with irrelevant ones. As a result, they become frustrated and turned off. This equates to missed opportunities and wasted resources. Read more.

CMO Brief: What’s the Most Effective Length for a TV/Digital Video Commercial?

This question of what TV commercial length is most effective oversimplifies the matter. What’s most important is telling an engaging and motivating brand story, research shows. It’s critical to align the message with your objectives as well. Creative and placement each impact effectiveness, too. In truth, compelling advertising can range from five seconds to a few minutes. Read More.

CMO Brief: What’s the Perfect Synergy Between Employees and Technology?

Technology is omnipresent in today’s world. Yet, it’s become more difficult to determine what is the best way to utilize it. Businesses want to provide topnotch customer experiences, while maintaining operational efficiency. Customers, meanwhile, require a convenient, responsive, personal experience. So how can companies strike a balance and create the ideal symmetry between employees and technology? The ARF’s Knowledge Center was recently challenged with this question. Here are its findings. Read more.

CMO Brief: 2019 ARF Privacy Study

The ARF conducted its second annual Privacy Study among 1,100 American consumers during the week of March 26th, 2019. Learn how their time spent on digital devices, willingness to share data, understanding of websites’ privacy policies, and trust levels are changing and what their attitudes about data sharing means for marketers. Read More.

CMO Brief: Attention, Please!

Why Attention to Advertising is a Hot Topic Today. How to get consumers to pay attention to advertising, widely seen as antecedent to ad success, has been an important issue for marketers for decades. The ever expanding increase in media vehicles and platforms – with increased multitasking – has arguably made this issue more important than ever. Read more.

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