effectiveness

Career Skills – Strategies, Steps & Success (Event Summary)

Career Skills – Strategies, Steps & Success (Event Summary)

  • WOMEN IN ANALYTICS

The July 30 ARF’s Women in Analytics event was about honing career skills. Five esteemed female leaders shared the skills they hold near and dear and how they developed them over the years. After the presentations, attendees joined small moderated breakout sessions, where they had the opportunity to ask speakers questions about their careers and how they conquered barriers along the way.

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Precision Marketing for Precision Medicine (Event Summary)

Precision Marketing for Precision Medicine (Event Summary)

  • WEDNESDAY WEBCAST

This webcast presented by W2O Group brought together experts from Swoop and IPM.ai, Takeda and Twitter Client Solutions - Health to discuss some of the new methods and technologies that are making precision marketing possible for health care companies—especially the use of clinical and claims data to identify and target both HCPs and consumers with relevant marketing while protecting patient privacy and HIPAA compliance.  Editor’s Note: The full summary is available to members only.

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The 1st Annual Organizational Benchmark Survey—Media & Entertainment Report

The 1st Annual Organizational Benchmark Survey—Media & Entertainment Report

  • The ARF

The Organizational Benchmark Survey investigates the changes in advertising and marketing research over the past year. This is the first of an annual series. The media and entertainment report covers a variety of subjects, including the names of their research departments and their structures, whether they are centralized or decentralized, their spending and KPIs, what skills researchers need and what tools they employ, and also how satisfied they are with their department.

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Where Has All the Advertising Gone? (Event Summary)

Where Has All the Advertising Gone? (Event Summary)

  • ARF INSIGHTS STUDIO SERIES

This Insights Studio hosted one of the industry’s brightest minds, Orlando Wood, Chief Innovation Officer at System1 Group and author of the best-selling book Lemon (IPA, 2019). Wood presented a unique combination of neuroscience, cultural history and advertising research to describe a change in advertising style that has occurred over the last 15 years and link this to falling advertising effectiveness. The event also featured a moderated discussion with Janet Hull OBE, Director of Marketing Strategy at IPA and Scott McDonald, Ph.D., CEO and President of the ARF.

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YP Share Group – Managing Remotely (Up, Down and Sideways)

YP Share Group – Managing Remotely (Up, Down and Sideways)

The focus of the ARF’s Managing Remotely Share Group was how to effectively communicate up to a team leader, down to a direct report or laterally with other team members. Cole Strain, Head of Measurement Solutions at Pinterest shared his strategies and experience with remotely managing people and projects. Following the presentation, attendees joined small moderated breakout sessions where they discussed personal and professional challenges while working remotely, including creative ways to connect, a new work/life balance, and how to continue these practices if or when there is a return to the office.

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Appeal Predicts Gay Inclusive-Ad Outcomes

Appeal Predicts Gay Inclusive-Ad Outcomes

  • Bradley J. Bond and Justine Rapp Farrell (both at University of San Diego)
  • JOURNAL OF ADVERTISING RESEARCH

When gay couples are featured in an ad, advertising appeal can be more important than sexual orientation in predicting consumer behavior—specifically with intentions to purchase and recommend a brand or product—according to research at the University of San Diego.

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How Political Ideology Drives Response to LGBTQ Imagery

How Political Ideology Drives Response to LGBTQ Imagery

  • Gavin Northey (Griffith University, Gold Coast Campus), et.al.
  • JOURNAL OF ADVERTISING RESEARCH

We know from prior research that different consumers give  different emotional responses to ads that show images of gay men and women. New research shows evidence that political ideology is a key determinant, suggesting that marketers consider geopolitical segmentation and targeting to reduce potential negative outcomes to sales.

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How Are Brands Responding to Social Unrest?

How Are Brands Responding to Social Unrest?

  • ARF KNOWLEDGE CENTER

Traditionally, brands did not respond on political or social issues. But today, after the tragic death of George Floyd revealed the social and racial injustices that exist in societies around the world, consumers are looking to brands for leadership. This is particularly true of Millennials and Gen Z. The ARF’s Knowledge Center has recently done an extensive review of all relevant research and sources concerning best practice in times of social unrest. This report reveals how to formulate a plan of action that will reap positive results, yet stay true to a brand’s historical soul. Editor’s Note: The full summary is available to members only.

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