JAR

• Article

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

The 2015 Warc Prize for Social Strategy is a competition that challenges marketers to demonstrate how effectively they had used social media in their marketing efforts.  In this September 2015 article in the Journal of Advertising Research, Gian M. Fulgoni, co-founder and chairman emeritus of comScore, shares the insights he gained as a judge when he reviewed the finalist case studies submitted by companies worldwide in competition for the Warc Prize for Social Strategy. Fulgoni commented on his experiences: “As a judge, I was struck by the creative use of social media and the positive impact it had on many business results. My thoughts can be crystalized into five dimensions—what I call the “Five S’s of Social Marketing”: -Social as a Supplement to media spend -Social as a Substitute for media spend -Social as a Savior -Social as a Soft Metric of effectiveness -Social as a Sales Driver.” The author also discusses the details of some of the winning campaigns from this competition: Coca-Cola, 'Share-a-Coke US'; Oscar Mayer, 'Wake Up and Smell the Bacon'; and Chobani Yogurt: '#PlainInspiring’. The case studies for the 2015 Prize for Social Strategy demonstrate that social media has become central to the marketing efforts of many brands and organizations, according to Fulgoni. He also discusses the challenge of isolating and measuring the business results of social media campaigns for both organic and paid forms of social media.  See all 5 Cups articles.    

• Article

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

The 2015 Warc Prize for Social Strategy is a competition that challenges marketers to demonstrate how effectively they had used social media in their marketing efforts.  In this September 2015 article in the Journal of Advertising Research, Gian M. Fulgoni, co-founder and chairman emeritus of comScore, shares the insights he gained as a judge when he reviewed the finalist case studies submitted by companies worldwide in competition for the Warc Prize for Social Strategy. Fulgoni commented on his experiences: “As a judge, I was struck by the creative use of social media and the positive impact it had on many business results. My thoughts can be crystalized into five dimensions—what I call the “Five S’s of Social Marketing”: -Social as a Supplement to media spend -Social as a Substitute for media spend -Social as a Savior -Social as a Soft Metric of effectiveness -Social as a Sales Driver.” The author also discusses the details of some of the winning campaigns from this competition: Coca-Cola, 'Share-a-Coke US'; Oscar Mayer, 'Wake Up and Smell the Bacon'; and Chobani Yogurt: '#PlainInspiring’. The case studies for the 2015 Prize for Social Strategy demonstrate that social media has become central to the marketing efforts of many brands and organizations, according to Fulgoni. He also discusses the challenge of isolating and measuring the business results of social media campaigns for both organic and paid forms of social media.  See all 5 Cups articles.    

• Article

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

The 2015 Warc Prize for Social Strategy is a competition that challenges marketers to demonstrate how effectively they had used social media in their marketing efforts.  In this September 2015 article in the Journal of Advertising Research, Gian M. Fulgoni, co-founder and chairman emeritus of comScore, shares the insights he gained as a judge when he reviewed the finalist case studies submitted by companies worldwide in competition for the Warc Prize for Social Strategy. Fulgoni commented on his experiences: “As a judge, I was struck by the creative use of social media and the positive impact it had on many business results. My thoughts can be crystalized into five dimensions—what I call the “Five S’s of Social Marketing”: -Social as a Supplement to media spend -Social as a Substitute for media spend -Social as a Savior -Social as a Soft Metric of effectiveness -Social as a Sales Driver.” The author also discusses the details of some of the winning campaigns from this competition: Coca-Cola, 'Share-a-Coke US'; Oscar Mayer, 'Wake Up and Smell the Bacon'; and Chobani Yogurt: '#PlainInspiring’. The case studies for the 2015 Prize for Social Strategy demonstrate that social media has become central to the marketing efforts of many brands and organizations, according to Fulgoni. He also discusses the challenge of isolating and measuring the business results of social media campaigns for both organic and paid forms of social media.  See all 5 Cups articles.    

• 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

The 2015 Warc Prize for Social Strategy is a competition that challenges marketers to demonstrate how effectively they had used social media in their marketing efforts.  In this September 2015 article in the Journal of Advertising Research, Gian M. Fulgoni, co-founder and chairman emeritus of comScore, shares the insights he gained as a judge when he reviewed the finalist case studies submitted by companies worldwide in competition for the Warc Prize for Social Strategy. Fulgoni commented on his experiences: “As a judge, I was struck by the creative use of social media and the positive impact it had on many business results. My thoughts can be crystalized into five dimensions—what I call the “Five S’s of Social Marketing”: -Social as a Supplement to media spend -Social as a Substitute for media spend -Social as a Savior -Social as a Soft Metric of effectiveness -Social as a Sales Driver.” The author also discusses the details of some of the winning campaigns from this competition: Coca-Cola, 'Share-a-Coke US'; Oscar Mayer, 'Wake Up and Smell the Bacon'; and Chobani Yogurt: '#PlainInspiring’. The case studies for the 2015 Prize for Social Strategy demonstrate that social media has become central to the marketing efforts of many brands and organizations, according to Fulgoni. He also discusses the challenge of isolating and measuring the business results of social media campaigns for both organic and paid forms of social media.  See all 5 Cups articles.    

• 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.