fbpx

Ad Effectiveness & ROI

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.

Member Only Access

Evidence-Based Research for Effective Marketing

On November 9, 2022, industry leaders joined us to share highlights from EffWorks Global 2022 — a week-long celebration of the best new thinking and evidence-based decision-making research for marketing effectiveness. Topics of discussion included: marketing in the post-Covid economy, effective advertising in unprecedented times, the value of Share of Voice/Share of Attention/Share of Search in terms of effectiveness and commercial decision making, and more.

Member Only Access

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?

Member Only Access

What Makes Product Placements Effective?

  • CMO Brief

Product placements have grown in recent years and the practice is predicted to increase even further. According to a new “Global Product Placement Forecast” by media economists PQ Media, global product placement spending has rebounded at double-digit rates in 2021 and is forecast to do so again this year. What makes this strategy effective? Decades of research provide us with several useful insights.

Member Only Access

Does Anthropomorphism Help or Hurt Brands Entering Foreign Markets?

  • JOURNAL OF ADVERTISING RESEARCH

Talking M&Ms, Mr. Peanut, the Michelin Man and the Pillsbury Doughboy are among the most popular anthropomorphic product characters, many of which we remember since childhood. A new study asks: How can a brand that uses this popular communication strategy avoid the negative impact of consumer ethnocentrism—the belief that buying foreign products is wrong—when entering foreign markets?

Member Only Access