The pandemic has brought new relevance to the question: Are teams better than individuals at getting work done? New research finds surprising answers for managers trying to figure out the best way to assign tasks.
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Animated and rotoscoped characters in television commercials can affect consumers differently than live actors. But in direct-to-consumer ads for prescription drugs (which convey risks and benefits), can these characters alter the ways people process the information and therefore, their perceptions about the brand and the ad? A new study has some surprising findings and opens the door to further research.
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At this Insights Studio, a global panel showcased their work published in the Journal of Advertising Research on the impact of halting advertising, methods to improve causality–analysis of TV ad effectiveness, gender roles in ads, and the emotional advertising creativity process. Going “dark” during the pandemic, use of counter-stereotypes, and causality in marketing-mixed modeling were among issues addressed in the concluding Q&A.
Member Only Access on the upper right of the web site or create an account to view this page.Despite a significant amount of research focusing on optimal frequency and recency, stemming back to the 1960’s, there is very little consensus on how many exposures/impressions are “too many” across platforms. Indeed, a blank frequency cap is likely to lead to inefficiencies. The bottom line, there is no simple “rule of thumb” for optimal frequency planning. Read more.
Despite a significant amount of research focusing on optimal frequency and recency, going back decades, little consensus exists on how many exposures/impressions are “too many” across platforms. Indeed, a blank frequency cap is likely to lead to inefficiencies. The bottom line, there is no simple “rule of thumb” for optimal frequency planning.
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A study on endorsers’ smiles in service-brand marketing brings new relevance to the slogan, “Service with a smile.” But which type is more effective, broad or slight? Researchers analyzed these two different types of smiles and found that they resonated differently, depending on how consumers relate to other people and the brand. Service marketers can use the study’s methods to more easily develop and test their spokesperson’s smile.
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A European research team is on a mission to advance the development and use of electroencephalogram (EEG)-based methods for evaluating advertising effectiveness. Although their research leaves open questions, it suggests that recent developments in this area—specifically moment-to-moment EEG-based indicators—provide a clearer view into emotional response and attention to ads than previous EEG methods.
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