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audience effects

Cheap Giveaways Are a Turnoff, Except When Personalized

  • Samuel Stäbler, Tilburg University, Netherlands
  • JOURNAL OF ADVERTISING RESEARCH

Companies use promotional giveaways – branded pens, mugs, USB sticks and more — as a way to create awareness and strengthen their brands. Yet, there’s very little empirical research on their effectiveness. A new set of studies shows that consumers react negatively, depending on the quality of the giveaway, but that personalizing the item with the person’s name can help as a targeting strategy.

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Building Brand Loyalty Through Language Techniques (Event Summary)

  • WEDNESDAY WEBCAST

This is second installment of the ARF Cultural Effectiveness Council’s webcast series: Building Brand Loyalty with Today’s 21st Century Audience. This episode focused on language, specifically how marketers can use language to reach diverse audiences. Demographic changes in the US over the past couple decades or more have been significant and marketers need to understand them, if they want to be successful. Editor’s Note: The full report is available to members only.

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How Early Social-Media Release Helps Super Bowl Ads

  • Jennifer Lee Burton (University of Tampa), Kristen M. Mueller (Accent Your Style Boutique), Jan Gollins (Delta Modeling Group), and Danielle M. Walls (BDJ Solutions)
  • JOURNAL OF ADVERTISING RESEARCH

Advertisers often debate whether to air their Super Bowl ads early on social media. This study’s moment-by-moment analysis of consumers’ emotions while they viewed the ads—and their related social-media behavior—shows that the benefits extend not just in-game but afterward, with more favorable attitudes and purchase intentions.

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Evaluating Digital Audience Quality

In 2018, $57 billion was spent on digital display advertising. That doesn’t mean those resources were used wisely. One crucial issue is the need to focus on audience quality. Failure to do so can lead to consumers being buffeted with messages or confronted with irrelevant ones. As a result, they become frustrated and turned off. This equates to missed opportunities and wasted resources.

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  • Article

KaH: Brand Safety

Advertising has always been part of the cultural zeitgeist. But today, brands must always be aware of social issues. This is due to the breakneck speed at which social media and online platforms move. The cost of ignorance can be swift and severe. Negative brand adjacency doesn’t just damage a brand’s reputation. It can have a direct impact on its bottom line as well.  Read More.

Eyes on :06s: What Factors Predict Attention to Short Ads?

  • Henry G. Wolf and Paul Donato
  • JOURNAL OF ADVERTISING RESEARCH

TV commercials are getting shorter and shorter, mimicking their digital counterparts, but how good are they at capturing viewers’ attention? ARF research comparing the effectiveness of more than 3,000 short-form TV advertisements found that what drives visual attention to :06s differs from the drivers for :15s and :30s.

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How Marketers Use AI to Navigate the Consumer Journey

  • Jan Kietzmann, Jeannette Paschen, and Emily Treen
  • JOURNAL OF ADVERTISING RESEARCH

As the consumer journey becomes increasingly complex, many marketers are turning to artificial intelligence to decipher it. But how does it actually help them be more effective at understanding and reaching consumers at different stages? A trio of academics explained how AI is transforming advertising.  

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Branded Content Effectiveness: How to Measure It

  • Gian M. Fulgoni; Raymond Pettit; Andrew Lipsman (comScore)
  • JOURNAL OF ADVERTISING RESEARCH

Marketers lack consistent measures for gauging the effectiveness of branded content. To address the problem, a team of researchers believes that the value of branded content is best assessed by combining “traditional marketing metrics while also capturing the value of its uniquely engaging context.”

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