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 »
Retail media networks, generative AI across creative, market research and trust, ad effectiveness and attention: These are among the topics highlighted on the Journal of Advertising Research’s list of 2024 research priorities. The list is a result of one-on-one interviews with advertising professionals by Editor-in-Chief Colin Campbell, who asked: "What are your biggest needs and challenges?"
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A JAR 2022 call for papers on prosocial advertising generated a deluge of submissions aimed at helping advertisers use more effective means of communicating in ways that benefit society. The result is the newly published March issue focused on messaging strategies that help consumers make informed decisions on health, the environment and charity.
Member Only AccessResearch on consumers’ emotional reactions to advertisements can help improve ads with environmental messages.
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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Brands, nonprofits and social media influencers that are environmentally conscious often post tips to promote sustainable behaviors. Can one tip work as well, or even better than several tips? It depends on the audience’s level of concern about the environment, and the perceived authenticity of the source, new research finds.
Member Only AccessMost 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 »
We have seen an upswing and change in the inclusion of values in advertising, especially the increase in cause-related marketing (CRM).
Does brand activism—taking a stand on a sociopolitical issue—influence attitudes and purchase intentions, and if so, how? These questions are addressed in new research that identifies a credibility gap between brands that have an established reputation as activists, such as Nike and Ben & Jerry’s, and those that do not. With few exceptions, established activist brands have a lot more to gain than their emergent activist peers when taking a stand.
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Nielsen has compiled a new report designed to help content creators, distributors and brands engage with Hispanic Audiences.