Ad Effectiveness & ROI

A New Benchmark Brings Good News for Radio Advertising (Summary)

  • Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, Johan Bruwer

Radio advertisers have been relying on earlier research that showed that as much as one-third of their audience switch stations during advertising breaks. But the authors of a forthcoming study in JAR, available now online, claim that number is misleading. Their new benchmark—about one-tenth of current estimates—could attract greater investment in this advertising medium.

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Do the Lights Go Out When Brands Go Dark? (Summary)


Deciding to make major cuts or to eliminate brand advertising can be one of marketers’ most painful choices. This ARF paper summarizes the findings from a number of studies that quantify the impact and implications of drastic budget reductions, offers a case study, and provides insights, so that marketers can be better informed as they have to consider tough calls. Editor’s Note: The full report is available to member’s only.

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How Does Click-Through Behavior Differ Across Devices?


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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The Duality: Advertising in a Pandemic-driven Recession (Summary)

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. Editor’s Note: The full report is available to member’s only.

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Why Do Great Creative Ideas Get Killed? (Summary)

  • Mark Kilgour (University of Waikato), Scott Koslow (Macquarie University), Huw O'Connor (University of Waikato)

Ask any ad-agency creative professional whether their best ideas ever see the light of day, and the answer likely will be “no”. That outcome is a function of a highly contentious, early-stage evaluation and selection process. Researchers in Australia and New Zealand reexamined the process and offered takeaways for moving great ideas forward.

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What are the Elements of a Successful Brand Purpose Campaign? (Summary)

  • by The ARF & KANTAR

What makes for a winning purpose campaign? Very little is agreed upon in the industry. As a result, the ARF and Kantar set out to investigate. The result is Cracking Brand Purpose, a best-in-class framework for developing successful purpose campaigns. What the analysis discovered was that the most important elements are: You, Them and The World.

Building Brand Loyalty Through Language Techniques (Event Summary)


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. Editor’s Note: The full report is available to member’s only.

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What Makes Cross-Media Advertising Effective in China?

  • June So Lee and Demetrios Vakratsas (McGill University)

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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