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Can Bad Guys Sell Good Products?

A new study in the Journal of Advertising Research (JAR) explored if negative or outlaw film and television characters can be effective product endorsers. The findings were quite surprising. Read more »

Why Ad Expenditures Impact Perceived Quality in Some Cases But Not Others

  • JOURNAL OF ADVERTISING RESEARCH

There is a ton of research on the signaling effects of ad spending. But new work tackles lingering questions: Why do advertising expenditures have a stronger impact on perceived quality for some brands and in some product categories but not as much for others? And how do increases in expenditures across different media channels affect quality perceptions?

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Confidence in Media at Record Lows

Gallup states that Americans’ confidence in institutions has been lacking for most of the past 15 years. Moreover, their trust in key institutions hit a new low this year, with significant declines for 11 of the 16 institutions tested, and no improvements for any of them.

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Newspaper Reading Plummets

Only 21% of Americans aged 18 or older read a newspaper every day, according to the 2021 General Social Survey. Readership has plummeted since 1972 when 69% of the American public read a newspaper daily

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The Value of True Candor

The hardest thing for most aspiring leaders and managers to master is giving clear, direct and sometimes very hard feedback to others, Jim VandeHei, CEO of Axios, writes.

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How Do Consumer Insights Influence the Creative Process?

  • JOURNAL OF ADVERTISING RESEARCH

We know that human truths drive advertising creativity. The assumption is that you provide consumer insight to a creative professional, and they work their magic, choosing freely among appeal types. What’s not clear is what role the insight plays in the making of that magic. Here’s a preliminary roadmap for finding the emotional pulse of the creative process.

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