ad creative

How Does Guerilla Marketing Affect Shareholder Value?

How Does Guerilla Marketing Affect Shareholder Value?

  • JOURNAL OF ADVERTISING RESEARCH

Marketers under pressure to demonstrate how expenditures drive shareholder value will appreciate these new findings. Canadian researchers investigated guerilla marketing’s potential impact on a company’s stock price. In the first study of its kind, such campaigns were found to either boost or depress company shares, depending on the form of the appeal (emotion versus rational) and its mix with product types.

Member Only Access
How Political Positioning Affects Brands

How Political Positioning Affects Brands

  • MSI

How much does political positioning affect a brand’s value and performance? Quite a lot, according to this new MSI working paper. It argues that business performance and firm value are driven, in part, by how closely a brand’s image aligns with that of the winning (or losing) party in a US presidential election. This goes beyond the impact of actual policy or regulatory changes. So how does a highly polarized political environment affect a brand? It presents opportunities and threats, which ultimately impact a firm’s value and performance.

JAR: Going Live: How “Shoppable” Ads Measure Up

  • Posted: July 2, 2021

Live, “shoppable” advertising has accelerated during the COVID-19 pandemic, along with big investments from influencers, brands and retailers. In response, researchers in London, Stockholm and the U.S. have collaborated on a typology for evaluating the value of this emerging platform. The work is essentially a launching pad for future investigation and measurement of liveness and shoppability in advertising.  Read the article.

Going Live: How “Shoppable” Ads Measure Up

Going Live: How “Shoppable” Ads Measure Up

  • JOURNAL OF ADVERTISING RESEARCH

Live, “shoppable” advertising has accelerated during the COVID-19 pandemic, along with big investments from influencers, brands and retailers. In response, researchers in London, Stockholm and the U.S. have collaborated on a typology for evaluating the value of this emerging platform. The work is essentially a launching pad for future investigation and measurement of liveness and shoppability in advertising.

Member Only Access
« Prev Next »