Is Ad Wear-Out a Myth?
A UK researcher has presented research that challenges ad wear-out assumptions. He argues his data “busts the wear-out myth”.
ad creative
- Creative & Branded Content
- Article
Different Design Elements Boost Effectiveness Depending on the Type of Ad
How can the use of colors and design elements improve the effectiveness of ads? New research provides a different blueprint for graphic designers, depending on whether the ad is functional or experiential.
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- Creative & Branded Content
- Article
Which Prompts Better Green Behaviors: A Crying Tree or Smiling Forest?
Some ads promoting pro-environmental behaviors put human-like faces on natural images like oceans, volcanos and forests, among others. Marketing scholars ask: which anthropomorphic character is more effective—one that is happy or sad? The answer lies in whether the content is perceived as a sudden disaster or an ongoing tragedy.
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- Research & Data Quality
- Article
What Does AI Mean for Advertising Research?
We’ve all heard about the growing use of artificial intelligence in advertising research and doom and gloom predictions that it will knock out jobs, but is this really the case? Agency leaders joined us for an ARF Town Hall to discuss the upsides and possible downsides of generative AI, as well as how they’re utilizing it in their businesses to boost efficiency. Attendees heard predictions on how AI will change the business model of advertising and what it could mean for media agencies.
Does ChatGPT Understand Advertising?
We asked the chatbot: “How do you make effective advertising?” The answer surprised us.
Super Bowl Research Insights
While the various polls looking at the “Best Super Bowl Commercials” tend to vary widely in their results, advertising experts show a lot of agreement on what makes Super Bowl ads successful.
- Past Event Highlights
- Article
A Peek Behind the Curtain – Preventing a Fumble: The Research POV on Super Bowl Advertising
The ARF Creative Council hosted its seventh Happy Hour event on Super Bowl advertising and what to watch for in the commercial breaks during this year’s big game. Council member Belle Frank of VMLY&R moderated a discussion with four creative experts – three of them from the Creative Council -- to discuss Super Bowl ad insights and trends, giving marketers important ideas to consider and advertising fans something to look for on Sunday night.
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- Targets & Segments
- Article
The Impact of Bodily Autonomy on Brand Marketing: Insights for Marketers
As civil liberties continue to be politicized, advertisers have a growing expectation to be part of the solution and fill the trust gap between consumers, government, and media. On February 7, Mindshare and GroupM unveiled new research examining the sentiments of those most impacted—voices who have been historically marginalized and underrepresented in media and society—by the eroding rights to privacy. Further topics of discussion included the future of using “women’s empowerment” in marketing campaigns and the larger economic implications when bodily autonomy rights are lost.
Member Only AccessCan Bad Guys Sell Good Products?
A new study in the Journal of Advertising Research (JAR) explored if negative or outlaw film and television characters can be effective product endorsers. The findings were quite surprising. Read more »