Optimizing Brand Differentiation
Kantar’s Dom Boyd says that brand differentiation is the most important driver of brand growth and that we should pay more attention to which kind of brand differentiation drives sales.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
How to Improve Prosocial Messages
Many companies have employed prosocial messaging and more diverse portrayals in advertising. New research explored if and how those strategies can improve consumers’ perceptions of brands and increase sales. Read more »
What Makes Product Placements Effective?
Product placements have increased and are predicted to grow further. Research provides insights on how to make them effective.
The New ARF Privacy Study
The ARF’s latest Privacy Study, to be released next week, provides new insights on trends in consumers’ concerns and attitudes regarding sharing personal data. Read more »
Attention Events
Two events take place next week that are designed to help marketers create attention-grabbing and effective messages.
Meet the New JAR Editor
Dr. Colin Campbell, Associate Professor of Marketing at the University of San Diego’s Knauss School of Business, has succeeded Dr. John Ford as Editor-in-Chief of the Journal of Advertising Research, as of September 1st.
Making Digital Ads More Effective
Two new JAR papers explore how to increase attention to and the impact of, online advertising.
How to Maximize Attention to Ads
A study of digital ads suggests two ways to maximize attention: context alignment and multiple creative executions.
Should Advertisers Prepare for a Recession?
It appears that many consumers think we are (or will be) in a recession and so, are reevaluating their spending habits. This suggests that advertisers should start thinking about their strategies going forward.
Conversations with “Great Minds”
Two 2022 ARF Great Mind Award recipients, Martin Renaud, winner of the Chief Marketing Officer (CMO) Award and Dr. Duane Varan, winner of the Erwin Ephron Demystification Award, shared insights on how research should be used to improve marketing.