Does ChatGPT Understand Advertising?
We asked the chatbot: “How do you make effective advertising?” The answer surprised us.
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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 »
- Targets & Segments
- Article
Negative TV & Film Characters Can Be Effective Product Endorsers
Negative or outlaw film and television characters, like Breaking Bad’s antihero and drug kingpin Walter White, are liked and trusted less than their real-world counterparts, yet can be effective product endorsers, new research has found, opening the door to a novel and creative marketing tactic.
Member Only AccessNews You Can Use Reading List
Editor’s Note: Here are two recently published books that might be of interest.
ARF 2023 Preview
Here are highlights from the ARF, MSI and CIMM’s plans for 2023. Read more »
- Creative & Branded Content
- Article
This Strategy Sharpens the Creative Process at Ad Agencies
Data-driven marketing presents opportunities but also many challenges for managing creativity and creative teams. A new study offers a roadmap for managers at agencies to be more strategic in the creative integrated marketing communications process by rethinking the distribution and valuation of creativity.
Member Only AccessLiving Single & Fewer Men Working
While marketers pay a lot of attention to consumer changes in purchase and media use behavior, demographic changes with implications for many businesses and marketers’ strategies are often overlooked. Case in point: There has been an increase in one-person households and non-married adults, especially among 50+. Another important trend is less workforce participation by men. Read more »