The Do’s and Don’ts of Using AI to Create Images: Pixel Perfect
This is the second entry of our AI series prepared by the ARF’s research team. This report is about the value – and pitfalls – of AI image generation. Read more »
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Is the Ad Industry Biased against Older Consumers?
At the 2024 Cannes Festival of Creativity, Les Binet and Karen Nelson Field argued that the advertising industry has an ageism problem. Concurrently, a new study by GfK demonstrates that many stereotypes about consumers 50+ are inaccurate.
What is a (Successful) Brand?
New research suggests marketers do not agree on the main characteristics of a brand, the role of brands and the drivers of brand success. Read more »
- Creative & Branded Content
- Article
Music’s Impact on Visual Scene Interpretation in Media
The study explores how music influences the emotional and semantic interpretation of visual scenes in media. It employs a large-scale empirical approach to assess both implicit and explicit participant responses to various audio-visual combinations, revealing music's nuanced effect on semantic attribute ratings.
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- Research & Data Quality
- Article
ARF Attention Measurement Validation Initiative: Phase 2 Report (2nd Edition)
Explore the latest findings from the ARF Attention Measurement Validation Initiative. The phase two report is a comprehensive examination of various attention measurement methods used in creative testing. It concludes with reflections on the challenges of attention measurement, as well as some suggestions for advertisers on how to choose and evaluate attention measurement providers.
Member Only AccessWhat is an “Authentic” Brand?
Many studies have shown that consumers want authenticity in advertising and branding and that the perception of authenticity can be an important driver of marketing success. But what exactly does authenticity mean to consumers? Read more »
- Targets & Segments
- Article
Nuances in Donor Influence: Strategic Insights from Charitable Appeals Research
How do positive and negative appeals in charity advertising shape donors' choices between immediate and long-term assistance? Discover strategic approaches that charities can adopt to optimize their advertising and maximize donor engagement and contributions.
Member Only AccessValues & Viewing
We know that political views impact choices for news sources – such as a viewer’s preferred news network – but little is known about the relevance of political views, values and attitudes for viewing entertainment programs.
Gen Z, Sexuality and Brands
Gen Z has different attitudes about sexuality than most older Americans. What are the implications for brands? Read more »
ARF Members’ Priority Issues
The ARF’s Knowledge Center recently analyzed all the information requests received by members. Their analysis provides insights into ARF member companies’ priority issues.