creative effects

How is the Coronavirus Impacting the Global Advertising Industry?

  • Posted: June 21, 2023

The ARF’s second Virtual Town Hall, How is the Coronavirus Impacting the Global Advertising Industry?, focused on the recent coronavirus outbreak and how to best plan and recover from a recession market. Huge parts of the U.S. economy have shut down. From restaurants to gyms to hotel chains, workers are being hit hard as layoffs snowball daily. The advertising industry is feeling the shock as advertising budgets dry up due to postponed launches and canceled sporting, entertainment and business events.

Inside the Journal of Advertising Research: Advertising Creativity and Strategy

  • Posted: June 21, 2023

Journal of Advertising Research authors presented their work published in the March issue of the JAR. Creativity experts delved into the creative-idea generation process and the conveying of brand passion in advertising. Strategy experts explored effectiveness of six-second TV commercials and how advertising and promotional effects drive QSR sales.

How to Win an ARF David Ogilvy Award: Best Practices & Tips

  • Posted: June 21, 2023

On April 27, 2022, the ARF hosted a best practices and tips session about how to win an ARF David Ogilvy Award. The ARF held this event to invite and encourage a wider pool of applicants and improve the quality of the entries. Two veteran Grand Jurors, Ann Green, SVP, Client Partner at Kantar and Abby Hollister, Principal at Formative Insights, demystified what constitutes an excellent written explanation and its winning ingredients.

Conversations with Great Minds: Great Mind Awards 2022

  • Posted: June 21, 2023

Conversations with Great Minds gathered two of the 2022 Great Mind Award winners, Martin Renaud, winner of the Chief Marketing Officer (CMO) Award, and Dr. Duane Varan, winner of the Erwin Ephron Demystification Award, for one-on-one interviews that profile their individual approaches to effective research in advertising.

How Diversity in Advertising is Evolving

  • Posted: June 21, 2023

The event addressed how diversity in advertising is evolving. Consumers want to buy from companies that commit to diversity but mere representational presence in ads is not enough. Brands that produce creative that is authentic in context, and elicits emotion from consumers, will garner loyalty and ROI. Leaders from Microsoft and Kantar shared how we can collectively understand nuances better to debunk stereotypes and empower all groups of people.

How to Win an ARF David Ogilvy Award: Best Practices & Tips

  • Posted: June 21, 2023

On April 13, 2023, the ARF hosted a best practices and tips session about how to win an ARF David Ogilvy Award. The ARF held this event to invite and encourage a wider pool of applicants and improve the quality of the entries. Two veteran Grand Jurors, Ann Green, SVP, Client Partner at Kantar and Abby Hollister, Principal at Formative Insights, demystified what constitutes an excellent written explanation and its winning ingredients. Rachel Rodgers, SVP of Creative Excellence at Ipsos introduced and closed the session.

Ad-Spend Cues, Deepfakes/A.I., Badass Endorsers and Influencer KPIs

Ad-Spend Cues, Deepfakes/A.I., Badass Endorsers and Influencer KPIs

  • JAR Insights Studio

At this Insights Studio, authors from three different continents showcase their recently published work—including the JAR Best Paper 2022 on how advertising expenditures drive consumers’ perceptions of ad and brand quality. Also featured are studies on deepfakes and AI reshaping the advertising industry, the success of using product endorsers who are actors known for roles portraying despicable characters, and KPI patterns of social media influencers across several platforms. Talking points in the concluding Q&A span the future of AI in advertising and influencer marketing, machine-driven decisions for choosing endorsers, and factors (product- and economic-related) affecting consumer perceptions of quality in TV ads and engagement in user-generated content.

Member Only Access

Getting Creative Right: The Dynamics of Interactive Video Ads

  • Posted: June 20, 2023

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.”

Doldrum of COVID Leads to Breakthrough Creative

  • Posted: June 20, 2023

In the early stages of the COVID-19 pandemic, PepsiCo embarked on a 21-month research project to find out how the quarantining affected people’s lives. The goal: adapt its brand messaging to the experiences of its core consumers, from both a human and consumption perspective, and then develop new creative. “We know that our primary consumers are really out there,” Kevin Moeller of PepsiCo said, citing data on Pepsi’s core base. “They enjoy letting loose, they don’t like to hold back. They’re people that sing karaoke and cheer at sports events. So how did quarantining impact them?”

« Prev Next »