Can Bad Guys Sell Good Products?
A new study in the Journal of Advertising Research (JAR) explored if negative or outlaw film and television characters can be effective product endorsers. The findings were quite surprising. Read more »
A new study in the Journal of Advertising Research (JAR) explored if negative or outlaw film and television characters can be effective product endorsers. The findings were quite surprising. Read more »
There is a ton of research on the signaling effects of ad spending. But new work tackles lingering questions: Why do advertising expenditures have a stronger impact on perceived quality for some brands and in some product categories but not as much for others? And how do increases in expenditures across different media channels affect quality perceptions?
Member Only AccessNegative or outlaw film and television characters, like Breaking Bad’s antihero and drug kingpin Walter White, are liked and trusted less than their real-world counterparts, yet can be effective product endorsers, new research has found, opening the door to a novel and creative marketing tactic.
Member Only AccessMorning Consult’s surveys find that consumers are increasingly “returning to normal”—meaning feeling more comfortable traveling, going to the movies and dining out.
An ARF event presented by the LA Media Research Council focused on insights from 2022 research and on 2023 priorities to meet business challenges. Issues addressed in research presentations and by an expert panel included the evolution of streaming during an economic downturn, how to manage subscriber churn, understanding Gen Z and the continued need for better measurement across the ecosystem.
Member Only AccessA growing number of privacy regulations and data deprecations are creating a highly complicated landscape for marketers to maneuver through. To help us better understand how these forces affect marketing and marketing effectiveness measurement, the ARF recently gathered a group of experts on privacy-related topics from both practitioner and academic backgrounds, to discuss the key issues and outline ways forward. This report is the result of that effort. It includes an overview of the latest privacy-related macro-trends, implications for marketing and measurement and actionable recommendations.
Member Only AccessEditors at the Journal of Advertising Research have launched two new calls for papers on timely themes — one on immersive technologies and the other on prosocial advertising messages. Interested in contributing your robust work in these areas? Read on to learn about goals for each call and the journal’s resources and support toward submitting a successful paper.
Today, it is more common than ever for consumers to access media and make decisions on the go. Marketers need to know how being in a state of mobility affects them in order to reach them with the right message at the right time. This study helps shed a little light on how such mobility itself may influence consumer thinking and behavior.
Member Only AccessThe secret to Gen Z marketing success is understanding their different subcultures and connecting with them through their unique interests.
The short answer is yes. However, several studies agree that the impact may be smaller than often assumed because the top drivers of streaming subscriptions and churn are not cost and income.