CSR (corporate social responsibility)

Making Prosocial/Cause-Related Ads More Effective

Last year, we reported on an analysis which found that many advertisements with prosocial and cause-related messages are not as effective as surveys on consumer attitudes suggest. This urged researchers to explore how to make such ad messages more effective. Several new studies provide insights on this issue.    Read more »

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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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 »

Does Having Multicultural Marketing Mean Your Brand is Inclusive?

  • MSI

Multicultural marketing is popular today. Its aim is to increase inclusion through consumption. But does propagating such marketing make a brand inclusive? An inclusive brand is one that creates, communicates and delivers offerings that serve underrepresented communities, say researchers in this Marketing Science Institute (MSI) working paper. In this way, such brands enhance lives through increased equality, acceptance, respect, belonging and empowerment.

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Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.

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How Effective are Cause-Related Messages in Advertising Today?

  • CMO Brief

During the last five years, we have seen an upswing and change in the inclusion of values in advertising, especially the increase in cause-related marketing (CRM) which includes messages about societal goals such as sustainability, ESG (environmental, social and governance) and DEI (diversity, equity/equality and inclusion). Given marketers’ interest in these issues—ranging from wanting to express support for causes to being concerned about a possible backlash—the ARF has reviewed the research on cause-related marketing as well as related issues, such as ads with more general pro-social and altruistic messages. ARF researchers conclude that ads with cause-related messages can be effective, but many are not. Future research should focus on which kinds of messages are most effective among different consumer groups.

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