How to Increase Influencers’ Impact
A study found that most marketers are not satisfied with their influencer marketing. New research shows how to improve influencer marketing outcomes.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Does Advertising Affect Stock Price?
After reviewing 250 studies, the researchers conclude that advertising has a positive impact on the value of a company and stock returns – under certain conditions.
The Value of “Other” Media
Given the current focus on social media and streaming services as advertising vehicles, it is worth paying attention to studies that remind us of the value of radio and Out-Of-Home (OOH).
Which Language Should be Used in Ads for Hispanic Consumers?
Hispanic consumers in the US are diverse – culturally as well as regarding their preferred language and language skills. What are the implications for the language used in ads for Hispanic consumers? Read more »
Not All Boycotts are Equal
A Harvard Business Review paper points to a number of reasons why the Bud Light boycott was more effective than most. The researchers suggest steps companies can take to avoid such boycotts while emphasizing the unique circumstances of this particular situation.
A Researcher’s Measurement Concerns
A different perspective on critical measurement issues was offered by Rachel Kennedy during her AUDIENCExSCIENCE presentation: Are we using the measures that actually matter? Read more »
Marketers’ Top Measurement Concerns
CIMM: the Coalition for Innovative Media Measurement, has identified critical issues that should be addressed this year. Read more »
Research to Improve AI
Yes, AI is a great tool for marketers. But how can we avoid the “AI Conundrum” – taking advantage of its strengths while avoiding its errors and risks?
AI at a CPG Company
Colgate-Palmolive reveals how AI helps them achieve key objectives and improve processes. They provided insights into the use of AI in marketing at AUDIENCExSCIENCE as well as MSI’s Summit 2024.
The Benefits of Understanding Consumers’ Values
Research has demonstrated that developing messages, creative and targeting based only on demographic characteristics is not optimal. Investing in research on consumers’ values and emotions is likely to increase marketing effectiveness. Read more »