Building Brands with Empathy
This research suggests that empathy appeals in branding and advertising should be considered. Read more »
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Improving Purpose-Driven Ads
GfK studies suggest that “innovation and creativity” are needed to make purpose-driven ads as effective or more effective than “mainstream” ads.
Integrating Linear and Digital Campaigns
A new survey explored how marketers think about the advantages and obstacles of combining addressable linear campaigns with digital campaigns.
Can Successful Ads Feature Older Women?
New research finds that “rules” about only featuring young female models in advertising are outdated. Read more »
A Dilemma for Global Research
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.
Coca-Cola’s Metrics Framework
In a presentation with attention measurement company Adelaide, Greg Pharo described Coca-Cola’s framework for brand communication. Read more »
Congratulations to Artie Bulgrin
Artie is the winner of this year’s Erwin Ephron Demystification Award. Read more »
Preparing for Campaign Reach Decline
Will increased viewing of ad-free content impact marketers’ ability to reach consumers?