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Knowledge at Hand

A quick reference for information on a wide range of industry subjects from fundamental to leading edge.

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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KaH: How to Use Context to Optimize Advertising Campaigns

No advertisement is seen in isolation. The impact an ad has depends on the context it finds itself in, including what type of ad or content preceded it or what it is adjacent to, in terms of digital or print. Today, there is a renewed interest in context effects, particularly in the COVID era, as advertisers worry about their ads rolling after or being adjacent to upsetting news. This newly updated Knowledge at Hand and corresponding CMO Brief explore all the latest research and insights surrounding context effects.

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KaH: Advertising Creativity and Strategy

What are the secrets to creating and developing the best advertising creative? Several studies published in the March issue of the Journal of Advertising Research (JAR) have become so influential in answering this question, the ARF held an Insights Studio event about it. There, creative experts from a number of different countries presented their fascinating findings. The following Knowledge at Hand distills these learnings into a brisk report brimming with insights, including how great creative ideas are generated and evaluated, if portraying passion in advertising transfers to the consumer, where six-second TV commercials work, and where they don’t, and more. Read more.

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.

KaH: The 2019 Organizational Benchmark Survey, The Advertiser Report

Advertising and market research have seen tremendous changes in the last couple of years. As a result, ARF members have been inquiring about different aspects of these changes, from what to call their departments to what tools and techniques are considered best practices. For instance, should it be called a “research department,” “data science” or “customer experience” department? Is it better to have a centralized or decentralized structure? Do such departments provide positive ROI, according to stakeholders? And should they use R, Python, SPSS or SAS?  Read more.

KaH: Should You Cut Your Advertising Budget in a Recession?

The coronavirus is wreaking havoc on the American and world economy. Forecasters are predicting a global recession. The stock market has whipsawed, adding to the economic jitters many are experiencing. In such trying times, brands suffer from declining sales revenue and cash shortages. Often, they consider slashing their advertising budgets as a result. But is such a move wise?

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KaH: The Data Gap: Getting Better Creative from Insights

Collaboration between creative/strategy and research/data communities is crucial in advertising. Yet, it is difficult to bridge the gap between these two very different groups. The ARF Creative Council recently conducted a quantitative and qualitative research project to learn more about the apparent divide. Specifically, they wanted to know how each group perceives research and data and their value in the creative process. The results?  Read more.

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

Attention and Impact: New Insights from New Research

How important is it to get consumers’ attention? The answer seems obvious: it is extremely important. There can be no impact without consumers paying attention to the marketing message. The more attention is paid, the greater the likelihood of the desired impact.

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2nd Annual ARF Privacy Study

Several data breaches grabbed headlines in 2019. This year has been one of the worst for such breaches, according to Risk Based Security—a cyber security analysis firm. Over 3,000 breaches were reported through the end of June, exposing 4.1 billion records. Even though the vast majority of such breaches had a low to moderate severity score, anxiety-inducing headlines may have affected Americans view on privacy. Read More.