effectiveness

KaH: How to Use Context to Optimize Advertising Campaigns

  • Posted: November 4, 2020

No advertisement is seen in isolation. The impact an ad has depends on the context it finds itself in, including what type of ad or content preceded it or what it is adjacent to, in terms of digital or print. Today, there is a renewed interest in context effects, particularly in the COVID era, as advertisers worry about their ads rolling after or being adjacent to upsetting news. This newly updated Knowledge at Hand and corresponding CMO Brief explore all the latest research and insights surrounding context effects.

Read more »

How to Use Context to Optimize Advertising Campaigns (Summary)

How to Use Context to Optimize Advertising Campaigns (Summary)

  • The ARF
  • KNOWLEDGE AT HAND; CMO BRIEF

No advertisement is seen in isolation. The impact an ad has depends on the context it finds itself in, including what type of ad or content preceded it or what it is adjacent to, in terms of digital or print. Today, there is a renewed interest in context effects, particularly in the COVID era, as advertisers worry about their ads rolling after or being adjacent to upsetting news. This newly updated Knowledge at Hand and corresponding CMO Brief explore all the latest research and insights surrounding context effects.

Member Only Access
Influencer Selection and Measurement — A Deep Dive (Event Summary)

Influencer Selection and Measurement — A Deep Dive (Event Summary)

  • Amy Laine of IBM, Co-Chair of the Social Council
  • SOCIAL COUNCIL EVENT

During the 2020 AUDIENCExSCIENCE conference, the ARF Social Council hosted a workshop that, in part, focused on social media influencer measurement. This virtual event built on that workshop to provide a deeper understanding of best practices for leveraging data and research to produce effective influencer campaigns. The Council presented perspectives and methodologies of a research company, media company and agency. Note: The full summary is available to members only.

Member Only Access
Audio Advertising, Targeting, Creativity and Segmentation/CSR ads (Event Summary)

Audio Advertising, Targeting, Creativity and Segmentation/CSR ads (Event Summary)

  • Insights Studio Series: Inside the JAR

A global panel of experts synthesized their work published in the Journal of Advertising Research September edition (60,3). Presentations investigated speech rates in audio commercials; targeting and brand loyalty in digital media; differences in how consumers and advertising professionals assess creative; and segmentation considerations in CSR advertising. In the Q&A that followed, the speakers connected insights from their research to the extraordinary events of 2020. Editor’s Note: The full summary is available to members only.

Cheap Giveaways Are a Turnoff, Except When Personalized

Cheap Giveaways Are a Turnoff, Except When Personalized

  • Samuel Stäbler, Tilburg University, Netherlands
  • JOURNAL OF ADVERTISING RESEARCH

Companies use promotional giveaways – branded pens, mugs, USB sticks and more — as a way to create awareness and strengthen their brands. Yet, there’s very little empirical research on their effectiveness. A new set of studies shows that consumers react negatively, depending on the quality of the giveaway, but that personalizing the item with the person’s name can help as a targeting strategy.

Member Only Access
The Organizational Benchmark Survey Database

The Organizational Benchmark Survey Database

  • THE ARF

Our first, annual benchmark survey looked into the dramatic changes that occurred in advertising and marketing research organizations from 2018-2019. We have delivered a series of reports: the advertiser, agency, research, media & entertainment and consultancy report. Now, the ARF has released the interactive access via a searchable database. Members can interrogate the data and findings themselves and query segmentations such as job title, category, structure, size and investment trends.

Member Only Access
« Prev Next »