Drivers of Tech Brand Love
Microsoft shared research insights on the factors that drive technology brand preferences. Read more »
brands & branding
- 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.
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 »
New Insights from Attention Research
Attention continues to be an important issue that generates new research insights.
Values & 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 »
Does Advertising Affect Stock Price?
After reviewing 250 studies, the researchers conclude that advertising has a positive impact on the value of a company and stock returns – under certain conditions.
- Creative & Branded Content
- Article
Generative AI Can Make Ad Creative Better Than Humans Alone
Have we reached the John Henry moment in ad creative where the machine can outperform a human in creating visuals for ads? Not quite. Generative AI does have a place in creative, however. This Marketing Science Institute (MSI) working paper found that GenAI when trained on ads which were rated the most effective by consumers can create ad visuals and text that outperform the originals in KPIs related to the purchase funnel and brand associations. Yet, the human element has not been cut out just yet. In fact, it might be pivotal to the process. The human AI combo saved time and effort and created pleasing visuals while maintaining a brand’s distinctive positioning.
Member Only Access
- Ad Effectiveness & ROI
- Article
Does Advertising Affect a Company’s Stock Price?
In this thought-provoking analysis, researchers from Boston University and UCLA delve into over 250 journal studies to decode the intricate relationship between advertising and corporate stock prices. Their findings illuminate how strategic advertising efforts not only captivate consumers but also sway investor sentiment, bolstering stock market valuations.
Member Only Access
- Past Event Highlights
- Article
SeeHer and Horowitz Research’s Gen Z Vibe Check
Tarya Weedon – Cultural Insights Strategist, Horowitz Research
Yatisha Forde – Senior Director, Insights & Thought Leadership, ANA
Tarya Weedon of Horowitz Research and Yatisha Forde of the ANA discussed how to connect and create trust with Gen Z through accurate representation, authentic allyship and honest dialogue. This generation is redefining American culture with their views on gender, sexuality and fluidity. Champions of gender equality, they are a vocal cohort at the forefront of reversing the negative effects of traditional gender rules and stereotypes. Gen Z are hyperaware of when a campaign’s message is inauthentic or a brand does not “walk the walk.” Fewer Gen Z than other generations think advertising accurately reflects them. Tarya and Yatisha offered advice on how to pass the “vibe check” with this generation. Their study had two legs, a qualitative phase which was interacting over a two-week period with an online community with 70 Gen Zers in the U.S. The quantitative phase was an online survey among 800 U.S. respondents ages 14-to-24. Key takeaways:- Forty percent of Gen Zers said labels should be chosen by the individual, not society.
- Over 50% said both male and female identifying people can do anything from using makeup to doing manual physical labor, and from being emotional to being in STEM.
- Eighty-eight percent disagree that increased acceptance of non-traditional ways about gender and sexuality is bad for society.
- Half of Gen Z self-identify as gender non-binary, and 64% identify as sexually fluid.
- Forty-six percent said claiming support wasn’t enough. To be seen as trustworthy, a brand needs to show its support in action.
- Forty-seven percent said it felt like pandering when an ad highlighted a cause that they’re not involved in.
- Although respondents thought that all brands have a responsibility to influence perceptions about gender and sexuality, they felt some types of brands have a bigger responsibility than others. The biggest responsibility came to beauty/self-care brands (50%), clothing (49%), pharma/health (20%) and food/beverage brands (18%).
- Just 47% of respondents felt like advertising accurately reflected their generation.
- Recommendations included making diversity part of the brand ethos, reimagining gender and sexuality in advertising content, leveraging SheHer guides and GEM best practices, including more diversity and aspects of intersectionality in advertising and finding ways to open dialogue that is inclusive and without judgment.