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Ad Effectiveness & ROI

Should Brands Slash Their Advertising Budget During a Recession?

  • KNOWLEDGE AT HAND and CMO BRIEF

With COVID-19 threatening a worldwide recession, many brands may be considering slashing their advertising budgets. A historical analysis of studies on advertising in recessions in the Journal of Advertising Research would have brands shy away from this move. The 2009 article, still relevant today, found that advertising is important during an economic contraction, and good advertising could reap a brand many benefits that may last beyond the economic downturn.

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Building Brand Loyalty Through Language Techniques

  • WEDNESDAY WEBCAST

This is second installment of the ARF Cultural Effectiveness Council’s webcast series: Building Brand Loyalty with Today’s 21st Century Audience. This episode focused on language, specifically how marketers can use language to reach diverse audiences. Demographic changes in the US over the past couple decades or more have been significant and marketers need to understand them, if they want to be successful.

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A CEO’s Brand Image Predicts Advertising Credibility

  • JOURNAL OF ADVERTISING RESEARCH DIGITAL FIRST

A brand’s success lies with the relationship between its leadership and consumers. Focus tends to be on the CEO. The correlation is so strong that a CEO’s brand image can predict how credible that brand’s advertising appears. That’s according to this latest study published online, as part of the JAR’s Digital First page.

Why People Don’t: Understanding Consumer Behavior

  • SALON SERIES

The ARF’s July 25, 2019, Salon offered profound insights into why people do the things they do, based on findings from behavioral science. Presenter and author Matthew Willcox shared insights from his book, “The Business of Choice,” highlighting some of its key points.

The Duality: Advertising in a Pandemic-driven Recession

The current situation is unprecedented. Advertisers are scrambling to figure out how best to advertise in the context of a pandemic and a recession, what ARF CRO Paul Donato is calling: The Duality. While no research exists examining advertising in the context of both of these things, solid research, and ARF original research, examines advertising during a recession, when brands “go dark” and advertising adjacent to upsetting news.

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Strategies for Scientific Claims in Cosmetics Ads

  • Jie G. Fowler (Valdosta State University), Les Carlson (University of Nebraska) and Himadri Roy Chaudhuri (Institute of Management Technology, Ghaziabad, India)
  • JOURNAL OF ADVERTISING RESEARCH

Advertisers of cosmeceuticals—cosmetics that have potential health benefits —have had little guidance as to the types and frequency of scientific claims they make in their advertisements. This study offers a typology of such claims as well as insight into how the targeted consumer perceives them when making a purchase decision.

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How Does Click-Through Behavior Differ Across Devices?

  • JOURNAL OF ADVERTISING RESEARCH DIGITAL FIRST

An enormous number of consumers have many devices today that they use to connect to the internet. This has made digital advertisers wonder if click-through behaviors are the same or different across devices. In this study, published in the Digital First section of the JAR, researchers look at how click-through behaviors differ in paid search advertising campaigns when a user is using a tablet versus a desktop computer versus a smartphone.

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What Makes Cross-Media Advertising Effective in China?

  • June So Lee and Demetrios Vakratsas (McGill University)
  • JOURNAL OF ADVERTISING RESEARCH

Synergy benefits in cross-media advertising are well-known. Much less is understood about the combined effects of television and online media on individual-level buying behaviors. A study involving the purchase cycle in China found that TV ads were more effective after prior online exposure in driving purchases, but not vice-versa.

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