JAR

• Article

Musical Manipulation of Visual Scenes in Video, Film and TV Advertisements: A Large-Scale Investigation into the Implicit Effects of Sonic Branding

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales. The researchers, who represent academia and industry, used direct measures of what they believe matters most to marketers: in-market sales response (from single-source data).

Key Takeaways:

• Biometrics have the potential to help advertisers understand how sales-successful advertisements work, yet there is no silver-bullet measure to gauge effectiveness
• The ultimate goal of brand advertisements is to sell; therefore, testing tools must be validated against sales or other relevant behavioral measures
• Advertisers should establish in advance the desired audience response from any advertisement (e.g. laughter or attention to the brand) and use evidence-supported measures and analysis to ensure the desired response is achieved
• Key biometrics and objective coding seem useful under defined conditions, whereas traditional survey measures offer no additional value


To access this paper in its entirety, please go to thearf.org website and follow these 3 steps:

• Login to your myARF
• Click on "Journal of Advertising Research" on the left hand side menu
• Locate the article (in italics below) in the search field on the page

• Article

Purpose Advertising and the Credibility Gap: How Consumers Respond to Established versus Emergent Brand Activist Messaging

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales. The researchers, who represent academia and industry, used direct measures of what they believe matters most to marketers: in-market sales response (from single-source data).

Key Takeaways:

• Biometrics have the potential to help advertisers understand how sales-successful advertisements work, yet there is no silver-bullet measure to gauge effectiveness
• The ultimate goal of brand advertisements is to sell; therefore, testing tools must be validated against sales or other relevant behavioral measures
• Advertisers should establish in advance the desired audience response from any advertisement (e.g. laughter or attention to the brand) and use evidence-supported measures and analysis to ensure the desired response is achieved
• Key biometrics and objective coding seem useful under defined conditions, whereas traditional survey measures offer no additional value


To access this paper in its entirety, please go to thearf.org website and follow these 3 steps:

• Login to your myARF
• Click on "Journal of Advertising Research" on the left hand side menu
• Locate the article (in italics below) in the search field on the page

• Article

How Brand Managers Can Maximize Engagement with ASMR YouTube Content: Influencers Who Give You ‘the Tingles’ via Autonomous Sensory Meridian Response Cues

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales. The researchers, who represent academia and industry, used direct measures of what they believe matters most to marketers: in-market sales response (from single-source data).

Key Takeaways:

• Biometrics have the potential to help advertisers understand how sales-successful advertisements work, yet there is no silver-bullet measure to gauge effectiveness
• The ultimate goal of brand advertisements is to sell; therefore, testing tools must be validated against sales or other relevant behavioral measures
• Advertisers should establish in advance the desired audience response from any advertisement (e.g. laughter or attention to the brand) and use evidence-supported measures and analysis to ensure the desired response is achieved
• Key biometrics and objective coding seem useful under defined conditions, whereas traditional survey measures offer no additional value


To access this paper in its entirety, please go to thearf.org website and follow these 3 steps:

• Login to your myARF
• Click on "Journal of Advertising Research" on the left hand side menu
• Locate the article (in italics below) in the search field on the page

• Past Event Highlights
• Article

Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

• JOURNAL OF ADVERTISING RESEARCH

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.

• Article

Award for JAR Editor

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales. The researchers, who represent academia and industry, used direct measures of what they believe matters most to marketers: in-market sales response (from single-source data).

Key Takeaways:

• Biometrics have the potential to help advertisers understand how sales-successful advertisements work, yet there is no silver-bullet measure to gauge effectiveness
• The ultimate goal of brand advertisements is to sell; therefore, testing tools must be validated against sales or other relevant behavioral measures
• Advertisers should establish in advance the desired audience response from any advertisement (e.g. laughter or attention to the brand) and use evidence-supported measures and analysis to ensure the desired response is achieved
• Key biometrics and objective coding seem useful under defined conditions, whereas traditional survey measures offer no additional value


To access this paper in its entirety, please go to thearf.org website and follow these 3 steps:

• Login to your myARF
• Click on "Journal of Advertising Research" on the left hand side menu
• Locate the article (in italics below) in the search field on the page

• Creative & Branded Content
• Article

Negative Outcomes from Multiple Influencer Exposures Fade Over Time

• JOURNAL OF ADVERTISING RESEARCH

A single persuasive message by a social media influencer can positively drive consumer behaviors and attitudes, but what are the potential effects from multiple exposures over time? With an eye on consumer skepticism in today's dynamic media environments, this article explores both short-term and long-term effects in this area. Hint: Time heals.

• Targets & Segments
• Article

How AI and Deepfakes Could Reshape the Advertising Industry

• JOURNAL OF ADVERTISING RESEARCH

Artificial intelligence is already changing advertising, but how will it reshape it moving forward? Researchers unpack the potential effects of three different forms of AI—analytic, interpretive and creative—on seven categories of advertising industry stakeholders. Can those who embrace the evolving creative AI mechanisms get ahead of competitors?

• Creative & Branded Content
• Article

Tingly Sensations Can Boost Recall in Video Ads

• JOURNAL OF ADVERTISING RESEARCH

Autonomous Sensory Meridian Response (ASMR) is increasingly used in video ads to magnify your experience with, for example, whispers that trigger tingling sensations. Using four experiments, a global research team explores consumers’ reactions to ASMR and its sensory effect on memory.