loyalty

• Article

ARF KC Deep Dive: In-Store Tactics for Omnichannel Retailers

The seamless integration of online and offline experiences in omnichannel marketing is an important element in driving customer’s in-store purchases. As customers return to physical stores for the tactile shopping experience, retailers should update in-store strategies to prioritize digital technology and services, supported by helpful staff when needed. Aligning messaging and branding across all channels reinforces the effect of in-store displays, which influence purchase decisions. The research in this in-depth Knowledge Center report provides some details on how retailers can leverage data-driven omnichannel strategies and implement engaging, tech-enhanced in-store experiences to drive higher in-store purchases and customer satisfaction.

• Article

The Challenge of Churn

• Article

Turning Brand Passion into Powerful Advertising

• Past Event Highlights
• Article

Creative Effectiveness: The New Age of Brand Building: Navigating a Creator-Driven World

• ARF
• ARF

At Creative Effectiveness, we examined the evolving definition and methods of building brands in today’s fragmented, creator-driven landscape. After, we celebrated research and insights-driven advertising at the ARF David Ogilvy Awards ceremony and reception.

• Article

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

• Article

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

• Article

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

• 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.