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Creative & Branded Content

Building Brand Loyalty with Today’s Audience –The Pivotal Role of Representation (Event Summary)

  • ARF COUNCIL EVENT

The fourth installment of the ARF Cultural Effectiveness Council’s virtual event series focused on why representation is important. This event provided insights on culture, values and identification that need to be considered in order to achieve meaningful representation of the 21st century US population in advertising. This includes communities that are often overlooked–those within the broader ethnic, LGBTQIA and disabled communities. Editor’s Note: The full summary is available to members only.

Member Only Access

Conversations with Great Minds (Event Summary)

  • GREAT MINDS AWARDS

A Covid-era approach to celebrating the Great Minds Awards, Conversations with Great Minds afforded stimulating interviews with the individual winners of the 2020 Erwin Ephron Demystification Award, Josh Chasin, and the first-ever Chief Marketing Officer Award, Greg Lyons. Introduced by ARF President & CEO, Scott McDonald, Ph.D., the festive virtual discussions spotlighted the award winners as great examples of marketers synthesizing data with human intelligence, “sparking” innovation and creativity. Editor’s Note: The full summary is available to members only.

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How to Use Context to Optimize Advertising Campaigns (Summary)

  • The ARF
  • KNOWLEDGE AT HAND; CMO BRIEF

No advertisement is seen in isolation. The impact an ad has depends on the context it finds itself in, including what type of ad or content preceded it or what it is adjacent to, in terms of digital or print. Today, there is a renewed interest in context effects, particularly in the COVID era, as advertisers worry about their ads rolling after or being adjacent to upsetting news. This newly updated Knowledge at Hand and corresponding CMO Brief explore all the latest research and insights surrounding context effects.

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How to Adapt Global Campaigns to Local Contexts (Summary)

  • The ARF
  • KNOWLEDGE AT HAND; CMO BRIEF

Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.

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What Do we Know About AI Driven Creative?

  • THE ARF

There have been significant developments in artificial intelligence, such as recent advancements in natural language processing, that make it look appealing for advertising purposes. Indeed, many professionals are considering AI-driven creative tools. Yet, a recent ARF Knowledge Center investigation reveals that this technology simply is not there yet. For now, AI’s best use seems to be optimizing creative for email blasts, digital campaigns and social media advertising.

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The Myth of Targeting Loyal, Niche Audiences

  • Harsh Taneja (University of Illinois at Urbana-Champaign)
  • JOURNAL OF ADVERTISING RESEARCH

With unlimited consumer choices in the digital marketplace, advertisers often turn away from websites with mass appeal and toward niche outlets, for their small, but potentially loyal audiences. Such a strategy is actually unwise, diminishing reach, according to evidence from a study analyzing double-jeopardy effects in digital media usage.

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How Ad Recognition Influences Response to CSR Native Advertising

  • Linwan Wu and Holly Overton, University of South Carolina
  • JOURNAL OF ADVERTISING RESEARCH

Is native advertising an effective tool for corporate social responsibility (CSR) communication? A new study analyzed how advertising recognition—and its perceived manipulation—influences responses to native advertisements promoting different types of CSR, focusing on consumers’ attitudes and word-of-mouth intentions.

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