share of voice

• Article

Marketing’s Moment: How Resilient Brands can Thrive in Times of Uncertainty

• ARF

Marketing is more than a growth lever—it’s a critical driver of resilience in uncertain times. This Marketing Science Institute (MSI) synthesis presents evidence-based strategies for marketing leaders to help their organizations adapt, protect core assets and unlock long-term value amid volatility. Drawing from leading journals, it outlines how marketing can be reimagined as a flexible, risk-aware and analytics-driven function that steers firms through disruption toward recovery and competitive advantage.

• Creative & Branded Content
• Article

How Best to Advertise During a Recession

• ARF Knowledge at Hand, CMO Brief

Even though the U.S. economy has some bright spots, economists warn a recession is still possible due to stubborn inflation. Advertisers want to be prepared as a result. While there is no failsafe advertising playbook to follow, as individual brands and businesses have nuanced needs and branding, there are some best practices and guidelines, which the following ARF Knowledge at Hand report gleans from some of the best research on the topic. The report covers the impact of “going dark,” the often-overlooked opportunities a recession can bring, how to maximize media spend effectiveness and how to frame appeals that are most attractive to customers during tough economic times.

• Article

CMO Brief: How Best to Advertise During a Recession

Ongoing economic inflation has increased worries about a recession being likely  in the U.S. Unfortunately, there is no definitive advertising playbook for winning in a recession, as marketers must make decisions based on the nuances of their individual brands and businesses. However, there are learnings from a strong body of research and case studies that provide general guidelines and recommendations on how best to advertise during a recession. The following is an overview of key findings that will help marketers optimize opportunities and mitigate risks during tough economic times.

• Article

ARF Knowledge at Hand: How Best to Advertise During a Recession

Ongoing economic inflation has increased concern about a recession being likely in the U.S. There is no definitive advertising playbook for winning in a recession as marketers must make decisions based on the nuances of their individual brands and businesses. However, there are learnings from a strong body of research and case studies that provide general guidelines and recommendations on how best to advertise during a recession. The following is an overview of key findings that will help marketers optimize opportunities and mitigate risks during a recession.

• Article

How is the Coronavirus Impacting the Global Advertising Industry?

The ARF’s second Virtual Town Hall, How is the Coronavirus Impacting the Global Advertising Industry?, focused on the recent coronavirus outbreak and how to best plan and recover from a recession market. Huge parts of the U.S. economy have shut down. From restaurants to gyms to hotel chains, workers are being hit hard as layoffs snowball daily. The advertising industry is feeling the shock as advertising budgets dry up due to postponed launches and canceled sporting, entertainment and business events.

• Article

Inside the Journal of Advertising Research: Advertising Creativity and Strategy

Journal of Advertising Research authors presented their work published in the March issue of the JAR. Creativity experts delved into the creative-idea generation process and the conveying of brand passion in advertising. Strategy experts explored effectiveness of six-second TV commercials and how advertising and promotional effects drive QSR sales.

• Article

Evidence-Based Research for Effective Marketing

• Article

What Brands Did in 2020

In this presentation, Paul Donato, CRO of the ARF, covered findings from the seminal year of the “What Brands Did in 2020” (Brands 2020) project. This project will go on for at least the next two years or until the effects of 2020 are no longer felt. ARF researchers in the Brands 2020 study used IRI and NCS data, Kantar Ad Insights, NCS sales and Nielsen Ad Intel data, between 2017 and 2021. The IRI data was a very deep dive but across three categories: salty snacks, pasta sauce and personal care products. The NCS data was shallower but across 10 broad categories. Using all these data, ARF researchers looked at share of media, media spend and share of market before and after March 2020 (Covid) and before and after March of 2021 (start of inflation).