Does advertising context affect consumers’ perceptions and response to the advertising? If so, how does context affect ad performance? This ARF original Knowledge at Hand summarizes key learnings about context, based on a review of six decades of industry research, and identifies reasons why ignoring context can be risky. Read More.
The decision to scale back or eliminate the advertising budget is never easy for marketers. The decision to “go dark” can have various causes, from a broad economic recession to narrower industry or company-specific revenue or growth challenges. Whatever the cause, “going dark” has both short- and long-term implications. Read More.
Marketers invest $13.7 billion globally in on-line consumer research, according to ESOMAR’s 2016 Global Market Report, growing at a 6% CAGR over the last 5 years. During that same time, the number of consumers starting surveys on their smartphones has grown at a 49% CAGR, more than eight times the rate of the industry’s growth. Nearly 30% of consumers are now using their smartphones to respond to surveys. Yet survey drop-offs are 20% higher on smartphones than on a PC. (ESOMAR, 2016; FocusVision, 2017). Read More.
Neuroscience-based marketing research offers new tools for improving advertising creative and testing methods. After conducting two major research projects, the ARF has concluded that neurological and biometric marketing research methods have the potential to provide important new insights for the evaluation of commercials and other visual or print stimuli and that they can identify creative executions that sell more. Read More.