consumer behavior

Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

  • JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, researchers in Europe, the U.K. and the U.S. presented work in relatively new fields that have high-impact potential for the advertising industry. Starting with a forthcoming paper on sonic branding, the authors described their ground-breaking framework for measuring the implicit effects of sonic branding using music to manipulate visual scenes in video, film and TV. Next, a deep dive into autonomous sensory meridian response (ASMR)—a sensory-inducing device in ads—included strategies for helping brands collaborate with successful ASMR influencers. Lastly, a preview of an article to be published in the March Prosocial Advertising Special Issue showed how brand activism influences attitudes and purchase intentions, revealing a credibility gap between established activist brands and brands emerging in that space. Taking questions from Paul and from attendees, panelists in the concluding Q&A explored links between sonic branding and ASMR, the demographics of ASMR followers, ways for emergent activist brands to close the credibility gap with established activist brands, and future research possibilities.

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Drug Injury Advertising Can Lead to Adverse Outcomes for Patients

Drug Injury Advertising Can Lead to Adverse Outcomes for Patients

  • MSI

Although direct to consumer (DTC) pharmaceutical ads are highly regulated to avoid over-prescribing and misleading claims, legal commercials about consumers rights soliciting drug injury lawsuits face far fewer regulations. The researcher who wrote this Marketing Science Institute (MSI) working paper also found that exposure to drug injury lawsuit ads can result in patients filling fewer prescriptions and experiencing more adverse health outcomes.

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A Guide to Diverse & Inclusive Terminology, Including Definitions and Best Practices

A Guide to Diverse & Inclusive Terminology, Including Definitions and Best Practices

  • Cultural Effectiveness Council

How can we more effectively understand and communicate with the diverse audiences of 21st century America? The ARF Cultural Effectiveness Council has created a guide to help accomplish this. It contains the latest information about diversity and inclusive terminology—an ever-evolving subject—specific definitions and best practices. This guide helps researchers and media and marketing professionals to recognize and understand preferred terms that are used to identify members of these audiences, to show proper respect and connect with them more effectively.

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If You Stream It, They Will Come: Marketing Through Streaming Platforms

If You Stream It, They Will Come: Marketing Through Streaming Platforms

  • MSI

Livestreaming platforms and social shopping in general have grown into marketing channels that can be very lucrative for several different categories. However, livestreaming stands apart from “normal” social media in the fact that influencers are less reliant on corporate sponsors, as they have their own customer base that they rely on. So, how can marketers be successful within these channels? This Marketing Science Institute (MSI) working paper illustrates what forces are at play with livestreaming and how to balance them for the benefit of all parties.

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Three Little Words

  • Posted: February 1, 2024

How would you describe a show or movie in three words? Netflix does. And according to a New York Times article, that is one of the drivers of the streamer’s success. Read more »

How Viewers are Changing

  • Posted: February 1, 2024

A new LA Media Research Council event featured insights from 2023 research, new studies on changes in behaviors and discussions about 2024 priorities. Read more »

New Insights on Attitudes about Privacy

  • Posted: January 18, 2024

The findings of the ARF’s Sixth Annual (2023) Privacy Study have just been released. It reveals changes in many consumers’ attitudes and awareness of privacy regulations and practices.     

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The Importance of Employee Treatment

  • Posted: January 18, 2024

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 »

Gaming Growth

  • Posted: January 18, 2024

Strong growth is predicted for gaming – both for revenue from purchases and from advertising. Mobile (“Social/Casual”) is driving nearly all of the growth. Read more »

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