JAR
- Past Event Highlights
- Article
Inside the JAR: Going “Dark,” Causality, Gender and Creativity (Event Summary)
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.
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- Ad Effectiveness & ROI
- Article
The Optimal Way to Advertise Sequentially Released Products
Hollywood pumps out movie sequels like there’s no tomorrow. Why? Sequential distribution is critical to a company’s performance, not only for movies but also for other types of products. This article illustrates that how an advertising budget is allocated across product life stages or product formats over time can make or break success.
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- Research & Data Quality
- Article
When Measuring an Ad’s Success, Less is More
Who doesn’t like less complex and less costly solutions, if similar results are achieved? This study claims to deliver on that goal by validating the single-item measurement approach (preferred by practitioners) vs. using multiple measures of attitudes (preferred by academics. It’s a welcome outcome in the current era of decreasing survey response rates and respondents’ attention spans.
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