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creative effects

JAR Calls for Papers: Immersive Technologies & Prosocial Advertising

  • JOURNAL OF ADVERTISING RESEARCH

Editors 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.

Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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Does Anthropomorphism Help or Hurt Brands Entering Foreign Markets?

  • JOURNAL OF ADVERTISING RESEARCH

Talking M&Ms, Mr. Peanut, the Michelin Man and the Pillsbury Doughboy are among the most popular anthropomorphic product characters, many of which we remember since childhood. A new study asks: How can a brand that uses this popular communication strategy avoid the negative impact of consumer ethnocentrism—the belief that buying foreign products is wrong—when entering foreign markets?

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How AI and Deepfakes Could Reshape the Advertising Industry

  • JOURNAL OF ADVERTISING RESEARCH

Artificial intelligence is already changing advertising, but how will it reshape it moving forward? Researchers unpack the potential effects of three different forms of AI—analytic, interpretive and creative—on seven categories of advertising industry stakeholders. Can those who embrace the evolving creative AI mechanisms get ahead of competitors?

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  • Article

Getting Creative Right: The Dynamics of Interactive Video Ads

Over the past two decades, Duane Varan of MediaScience has conducted more than 100 studies about video advertisements that have interactivity features. “We know that interactivity is physiologically more arousing; people are more engaged, and that translates into better memory,” he said. “So, we know that interactive ads work, but now the question is: Why do they work, (and not) what we can do, but what we should do.”

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