Research analyzing how a brand’s Facebook posts can generate e-word of mouth (eWOM) has often relied on content analysis and users’ motivations. A new study offers a big-data approach for predicting the impact of a post’s unique features on eWOM activity, with some unexpected outcomes.
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A recurring criticism of neuromarketing research is that the methods involved suffer from inconsistencies which can make results unreliable. This author offers a potential solution: a framework grounded in academic principles that practitioners and scholars can build on to not necessarily reinvent the wheel, but improve consistency and validation.
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In 2018, the ARF established the L.A. Council to deal with the challenges of the LA community that may not have received enough attention in the overall marketing ecosystem. The Council consists of researchers at media companies who have formed Working Groups to address the issues they consider most pressing. Of particular importance are changes in viewers’ behaviors and attitudes, including their preferences for using various platforms, navigation among platforms and content discovery.
At the ARF’s first ever session in the Salon Series, which focused on Influencer Marketing, a panel of experts met to discuss the pros, cons and impact of this relatively new marketing tactic with ARF members.
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In the December issue of the Journal of Advertising Research, a special section addresses critical issues in social-media marketing. Empirical findings make contributions to both research and practice, from Superbowl TV/online advertising strategies to conversation metrics. Among other articles, trust in digital marketing is top of mind, and in China, TV commercials benefit from prior online exposure, but not vice versa. How do U.S. consumers perceive scientific claims made in cosmetics ads? Read on!
How long will TV networks’ annual efforts to attract ad dollars, the “Upfronts,” continue to reign as the most important revenue-generating events of the year? Learn what agency and TV and measurement company executives shared about changes in Upfront marketplace effectiveness and how they predicted buying behavior will evolve.
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Attention is a prerequisite for ad impact. But it is an ambiguous and complex concept and it is difficult to measure all its elements. Evidence of attention can be a sign of success, but often it only means that some part of the ad was noticed. Moreover, “attention” does not necessarily indicate a positive response and a high level of attention is not always a sign of a positive ad impact.
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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.