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Ad Effectiveness & ROI

How Do Consumers Respond to Ads that Mix Black and White Actors?

  • JOURNAL OF ADVERTISING RESEARCH

Many companies and brands increasingly incorporate racially diverse actors, often mixing Blacks and Caucasians in their advertising, yet not much is known about its effectiveness. New research explores how actor race and social tie strength—essentially the potency of the bond between the two actors—translate into consumer responses, with indirect effects on purchase intention.

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How Context Affects ROI

  • Chris Bacon, Horst Stipp,
  • ARF ORIGINAL RESEARCH

This addition to the ARF’s Context Effect Project provides compelling evidence for the impact of context effects on advertising effectiveness, based on an exhaustive literature search and original ARF research. While the review notes that there is no simple one-size-fits-all rule, it provides insights that can help marketing, agency and research executives who seek to improve advertising outcomes.

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Context Effects: The Impact of TV Ads On Subsequent Ads

  • Michael Sankey, Ph.D.; Mark Truss
  • Forethought; JWT

To tackle the rarely studied topic of how a TV commercial affects ones that follow, this study analyzed the halo effects of two types of ads with important findings. Among them, it showed that an ad evoking negative feelings, such as anger or fear, can affect the ad that follows in terms of ad evaluations, brand perceptions, and purchase intent. The authors also raised a question regarding context in programmatic buys.

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How Can a Celebrity’s Smile Make a Difference?

  • Jasmina Ilicic (Monash Univ.), Alicia Kulczynski & Stacey Baxter (The Univ. of Newcastle)
  • JOURNAL OF ADVERTISING RESEARCH

This may bring a smile to your face. A celebrity’s smile can go a long way toward improving perceptions about an ad and purchase intent, especially when it’s perceived as genuine. The quality of a smile can even help to offset negative attitudes toward the celebrity, which can help brands minimize the need to replace celebrity talent, if a celebrity “falls from grace.”

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Five Steps to Making Mobile Ads More Effective

  • Manuel Garcia-Garcia, The ARF - ARF ORIGINAL RESEARCH

Optimizing mobile creative was identified by the ARF as a priority industry issue in 2017 and led to original “How Advertising Works, Today” studies. Learning showed that the majority of mobile ad campaigns do not deliver optimal ad creative and revealed five ways to make such advertising more successful and reduce ad avoidance.

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How to Improve Ad Creative to Avoid Ad Blocking

  • Horst Stipp and Manuel Garcia-Garcia, The ARF

Brands are built in the brain. The ARF’s experiments with neuro-science since 2011 have demonstrated that great creative resonates with consumers’ hearts and minds. But as consumers watch ads on multiple devices, are the neural processes still as potent? This ARF Original Research demonstrates the neural synergies across media platforms to bolster ad recall.

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