A weekly round-up of the industry’s top stories and research curated by the ARF.
As many companies join in Pride celebrations this month (and some deal with backlash), we review the growing amount of research available to inform marketers on how to best market to and in support of LGBTQ+. We recommend these studies, all conducted in 2022 or 2023:
Academic researchers found that measures of attention to TV ads were good predictors of Google searches.
This research suggests that empathy appeals in branding and advertising should be considered. Read more »
GfK studies suggest that “innovation and creativity” are needed to make purpose-driven ads as effective or more effective than “mainstream” ads.
A new survey explored how marketers think about the advantages and obstacles of combining addressable linear campaigns with digital campaigns.
New research finds that “rules” about only featuring young female models in advertising are outdated. Read more »
Global marketing studies must produce comparable data, despite differences in culture that impact emotional reactions to words and images. This research suggests methods that help overcome these challenges.
In a presentation with attention measurement company Adelaide, Greg Pharo described Coca-Cola’s framework for brand communication. Read more »
Artie is the winner of this year’s Erwin Ephron Demystification Award. Read more »