print

• Creative & Branded Content
• Article

Designing for Fit: How Model and Product Size Influence Consumer Evaluations

• ARF
• JOURNAL OF ADVERTISING RESEARCH

Advertisers frequently feature both products and human models in print and digital campaigns—but how large each element appears relative to the other can significantly influence consumer responses. This Journal of Advertising Research study shows that the effectiveness of this visual design choice depends on product type. Across a field experiment and multiple online studies, the researchers find that hedonic products perform better when the model is larger than the product, while utilitarian products benefit when the product itself is larger than the model. The reason: these pairings create greater conceptual fluency for consumers, making the advertisement feel more cognitively “right” and leading to stronger product evaluations and purchase intentions.

• Article

Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness

Major Magazine Publisher Meredith Purchased The digital media arm of Barry Diller's IAC, Dotdash, agreed to buy Meredith Corp. in a deal valued at about $2.7 billion. The combined company is to be called Dotdash Meredith. The deal will combine Meredith's more than 40 brands, including Better Homes & Gardens, Southern Living and InStyle magazines with Dotdash's digital labels such as The Spruce, Byrdie and Brides. Read more »

• Article

The Continuing Study of Newspaper Reading: Study 1, Akron Beacon Journal

Major Magazine Publisher Meredith Purchased The digital media arm of Barry Diller's IAC, Dotdash, agreed to buy Meredith Corp. in a deal valued at about $2.7 billion. The combined company is to be called Dotdash Meredith. The deal will combine Meredith's more than 40 brands, including Better Homes & Gardens, Southern Living and InStyle magazines with Dotdash's digital labels such as The Spruce, Byrdie and Brides. Read more »

• Article

The Continuing Study of Newspaper Reading: Study 12, The Morning Call

Major Magazine Publisher Meredith Purchased The digital media arm of Barry Diller's IAC, Dotdash, agreed to buy Meredith Corp. in a deal valued at about $2.7 billion. The combined company is to be called Dotdash Meredith. The deal will combine Meredith's more than 40 brands, including Better Homes & Gardens, Southern Living and InStyle magazines with Dotdash's digital labels such as The Spruce, Byrdie and Brides. Read more »

• Article

Optimizing Ad Context

Major Magazine Publisher Meredith Purchased The digital media arm of Barry Diller's IAC, Dotdash, agreed to buy Meredith Corp. in a deal valued at about $2.7 billion. The combined company is to be called Dotdash Meredith. The deal will combine Meredith's more than 40 brands, including Better Homes & Gardens, Southern Living and InStyle magazines with Dotdash's digital labels such as The Spruce, Byrdie and Brides. Read more »

• Article

Making Better Media Decisions [ARF Media Model]

Major Magazine Publisher Meredith Purchased The digital media arm of Barry Diller's IAC, Dotdash, agreed to buy Meredith Corp. in a deal valued at about $2.7 billion. The combined company is to be called Dotdash Meredith. The deal will combine Meredith's more than 40 brands, including Better Homes & Gardens, Southern Living and InStyle magazines with Dotdash's digital labels such as The Spruce, Byrdie and Brides. Read more »

• Article

Media’s Generation Gap

Major Magazine Publisher Meredith Purchased The digital media arm of Barry Diller's IAC, Dotdash, agreed to buy Meredith Corp. in a deal valued at about $2.7 billion. The combined company is to be called Dotdash Meredith. The deal will combine Meredith's more than 40 brands, including Better Homes & Gardens, Southern Living and InStyle magazines with Dotdash's digital labels such as The Spruce, Byrdie and Brides. Read more »

• Creative & Branded Content
• Article

How Offline Versus Online Promotional Media Affects Consumer Response

• ARF
• JOURNAL OF ADVERTISING RESEARCH

In the digital age, marketers are increasingly utilizing online sales promotions. However, this study hypothesized that offline (versus online) media more effectively induce consumer behavioral responses to sales promotion. Field and lab experiments supported this hypothesis, showing that sending print (versus online) coupons increased redemption behavior. This effect was mediated by cognitive engagement with the content and was more pronounced among consumers with low (versus high) brand attachment. These results were consistently replicated across different product categories.

This study provides behavior-based evidence supporting the effectiveness of offline media and highlights brand attachment as a new moderator of the effect. The findings caution against marketers’ overdependence on online sales promotion and suggest that offline promotional media can enhance consumers’ cognitive engagement with the content, leading to better behavioral outcomes.