brands & branding

The Importance of Employee Treatment

Most discussions about corporate social responsibility are focused on companies’ efforts regarding sustainability and societal goals. A new study shows that many consumers think that a company’s concern for and treatment of their own workers is a key element of CSR.    Read more »

Influencer Partners a Must for Branded ASMR Content


How can brand managers maximize their engagement with tingle-inducing ASMR videos? A new study, recently published in the Journal of Advertising Research, offers evidence that brands risk being perceived as “inauthentic intruders” when advertising within ASMR communities. They should instead consider collaborating with ASMR influencers, especially those who are highly visible and/or terrific at building emotional connections with viewers.

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The Age of Acquisition Effect Has a Small Impact on Brand Recognition


Things learned early in life are recognized faster and more accurately, according to the age-of-acquisition effect, a phenomenon studied widely in psychology research. A new study recently published in the Journal of Advertising Research explores how this effect works in the context of brand names. It finds that brand exposure frequency and usage recency have a much greater effect on recognition than the age of acquisition itself.

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Utilizing FOMO to Increase Engagement with Your Brand

  • MSI

Fear of missing out (FOMO) is a phrase that social media has given rise to. Those who follow others on such platforms can be made anxious about their own life choices and use of free time when following friends and their activities online. If brands can properly understand this phenomenon, however, they can find ways to engage with customers, including through the content and events consumers most care about. Researchers in this Marketing Science Institute (MSI) working paper find that those who are most attracted to a brand are the ones who become the most engaged through such a strategy.

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Optimizing Marketing Strategies

Like “Better Measurement” issues, since the early days of marketing, this has been a topic that always requires a fresh look. Given the fast changes in all relevant factors, this is true now more than ever. 

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2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.

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Improving & Measuring Creative Impact

Many studies have shown creative quality to be one of the most important, if not THE most important determinants of advertising success. The ARF’s second annual Creative Effectiveness event, as well as the David Ogilvy Awards ceremony, were designed to highlight that fact and advance our knowledge on how to develop and measure great creative. Read more »