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Ad Effectiveness & ROI

What a Product’s Weight Conveys to Consumers

  • Marketing Science Institute

A product’s shape, packaging or logo contributes to consumer understanding and reactions to that product, previous research has found. But what impression does the perceived weight of a product convey and how can this be used for advertising and marketing purposes? Researchers Priya Raghubir, Lu Yang and Dengfeng Yan looked into this and discovered that consumers use a stability heuristic for weight judgements. Shorter, broader objects are judged to be heavier and thus are considered more stable. And when it comes to food items, weight also plays on such things as calorie assessment.

Prior Information & Consumer Search: Evidence from Eye-Tracking

  • Marketing Science Institute

Consumers increasingly make purchase decisions based on online product reviews and rankings. Meanwhile, advertising is often designed to inform about a product or service’s benefits. Within both of these scenarios, consumers learn how to dovetail new understandings into what they already know about a brand, product or service. In this study, researchers looked to quantify the impact prior information (e.g. information obtained from past purchases or use) on consumer search and purchase decisions.

How Do Consumer Insights Influence the Creative Process?

  • JOURNAL OF ADVERTISING RESEARCH

We know that human truths drive advertising creativity. The assumption is that you provide consumer insight to a creative professional, and they work their magic, choosing freely among appeal types. What’s not clear is what role the insight plays in the making of that magic. Here’s a preliminary roadmap for finding the emotional pulse of the creative process.

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How Context Influences Persuasion of e-Magazine Ads

  • JOURNAL OF ADVERTISING RESEARCH

Research has grappled with understanding how important context is in advertising effectiveness on digital platforms. But a new study connects the dots between viewers’ motives, how users process ads and the persuasiveness of those ads, given the context of surrounding media. The findings offer fresh insight into how to implement digital advertising, specifically on e-magazine platforms.

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Strategies for Creating Successful Six-Second Ads

  • Colin Campbell, University of San Diego; Erin Pearson, University of East Anglia
  • JOURNAL OF ADVERTISING RESEARCH

Scholars and practitioners in recent years have grappled with the potential and limitations of six -second ads. A new study clarifies those constraints and offers actionable strategies in various stages of the creative process, to help advertisers boost the effectiveness of short, online video ads.

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