event & experiential marketing

• Creative & Branded Content
• Article

Experiential Approaches to Advertising are More Impactful than Direct Persuasion

• Journal of Advertising Research

Does direct persuasion still work in advertising? Two seasoned advertising research academics don’t think so. In an essay backed by empirical evidence, they argue—given the major changes in the ways consumers interact with brands today, such as online and through social media—that advertisers should shift from a direct persuasive strategy, to providing experiences that blend entertainment with more indirect persuasion.

Latest Trends in the Future of Impulse, Frictionless and Experiential Retail

• Posted: June 5, 2023

In this fireside chat, Rohan Karankal (Mondelēz International) and Jessica Wohl (Ad Age) discussed the dramatic changes and disruptions in grocery shopping over the last few years as well as the opportunities in experiential retail, especially in driving impulse purchases. Mondelēz has an ecosystem of communities, which encourages sharing best practices around experiences through thought leaders both internal and external. Rohan shared examples from Mondelēz’s “Elevated Shopper Experiences,” which delivers curated design and experiential solutions in stores. They are currently evaluating a measurement framework which measures the impact of these experiences on both sales lift and brand perceptions for both the brands and retailers.

• Research & Data Quality
• Article

Systematic Sensemaking Offers Unique Insights into Market Experiences

Many researchers struggle with developing and writing about their work in a way that is relevant to advertising and marketing practices. This article offers a process—a toolkit of sorts—for crafting qualitative research that is both accessible to industry readers and impactful to the practices of advertising and marketing. A webinar link featuring the authors presenting their findings is also provided for members in the summary below.

HusKerrs Navy Boot Camp – Call of Duty Rebirth Tournament – 2022 DOA Ogilvy Award Winner Case Study

• Posted: October 5, 2022

JAR: Shoppers Like Explicit Donation Links in Cause-Related Marketing Ads

• Posted: September 9, 2021

Companies increasingly target nonprofit web and social media followers by using cause-related marketing display ads on the websites of charity or nonprofit organizations. Two key formats are used: either transactional (representing an explicit donation amount that a consumer can make to the nonprofit) or nontransactional (representing online cause sponsorship). Which one is more successful? A new study has some answers.  Read the article.

JAR: Which Noncelebrity Endorser Is Best: Staff or Customer?

• Posted: September 9, 2021

One way for smaller brands to save money on advertising is to use their customers and employees as endorsers, rather than spend big bucks (and risk fame fallout) on a superstar. So, which type of noncelebrity endorser is most effective, and under what circumstances? Findings from European researchers offer practical solutions to these questions.  Read the article.

• Creative & Branded Content
• Article

How Does Guerilla Marketing Affect Shareholder Value?

• JOURNAL OF ADVERTISING RESEARCH

Marketers under pressure to demonstrate how expenditures drive shareholder value will appreciate these new findings. Canadian researchers investigated guerilla marketing’s potential impact on a company’s stock price. In the first study of its kind, such campaigns were found to either boost or depress company shares, depending on the form of the appeal (emotion versus rational) and its mix with product types.

• Article

JAR: Going Live: How “Shoppable” Ads Measure Up

Live, “shoppable” advertising has accelerated during the COVID-19 pandemic, along with big investments from influencers, brands and retailers. In response, researchers in London, Stockholm and the U.S. have collaborated on a typology for evaluating the value of this emerging platform. The work is essentially a launching pad for future investigation and measurement of liveness and shoppability in advertising.  Read the article.

• Creative & Branded Content
• Article

Going Live: How “Shoppable” Ads Measure Up

• JOURNAL OF ADVERTISING RESEARCH

Live, “shoppable” advertising has accelerated during the COVID-19 pandemic, along with big investments from influencers, brands and retailers. In response, researchers in London, Stockholm and the U.S. have collaborated on a typology for evaluating the value of this emerging platform. The work is essentially a launching pad for future investigation and measurement of liveness and shoppability in advertising.

• Ad Effectiveness & ROI
• Article

Ambush Marketing: New Moves and Tactics

• Nicholas Burton (Brock University) and Simon Chadwick (Salford University Manchester)
• JOURNAL OF ADVERTISING RESEARCH

How can you protect your brand from an “ambush”? Evolving ambush marketing tactics spurred researchers in Canada and the U.K. to undertake the task of redefining the different forms and offering practical guidance and strategies to both sides of the practice.