What is a (Successful) Brand?
New research suggests marketers do not agree on the main characteristics of a brand, the role of brands and the drivers of brand success. Read more »
brands & branding
Drivers of Tech Brand Love
Microsoft shared research insights on the factors that drive technology brand preferences. Read more »
- 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.
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- 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.
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