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Creative & Branded Content

How Does the Digital Environment Impact Advertising Creativity?

  • JOURNAL OF ADVERTISING RESEARCH

Does the digital environment support or constrain advertising creativity? The answer is both. But how? Researchers in Australia relied on two seminal methods—the rigorous Delphi recruitment method through which research queried creative experts worldwide, and the Four P’s model of creativity. These were applied to investigate “place” (the digital environment) and its impact on the remaining P's: process, person and product. What they found was that technology both enhances and represses creativity.  

A Blueprint for Managing Transparency Messages in Influencer Marketing

  • JOURNAL OF ADVERTISING RESEARCH

With influencer marketing a fixture in many brands’ communications strategies, managing disclosures about these relationships gets tricky. A new study offers insights into conditions for transparency that can affect an influencer’s authenticity and engagement, depending on that person’s community size and the source of disclosure—whether the influencer, the platform or a lack of a message or no source.

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Are Non-Local Sports Fans Bigger Sponsor Patrons than Locals?

  • JOURNAL OF ADVERTISING RESEARCH

Fans who travel far to sporting events may be more valuable to sponsoring brands than previously thought. A research model tested against a cycling field study shows that “faraway” fans are more knowledgeable about the sport than locals, identify more strongly as a fan of the sport and have greater event attachment, potentially increasing their desire to support sponsoring brands.

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Influencer Engagement, Ad Disengagement, Co-Branding Recall and Sponsorship ROI

  • JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, authors from India, Hong Kong and the U.S. showcased their work published in the Journal of Advertising Research on why consumers follow influencers, why people tune out of advertising, what triggers memory and recognition of brands that co-appear in ads, and whether brands are overspending on sport sponsorships. In the concluding Q&A, talking points included parallels of engagement and context effects between the different themes, KPIs in attention and sales outcomes, influencers’ roles as media and creative, and risks for strong brand personalities in sports sponsorships.

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Emphasizing the Negative Builds Trust in CSR Environmental Messaging

  • JOURNAL OF ADVERTISING RESEARCH

As counterintuitive as it sounds, this study shows that companies in environmentally unfriendly industries are perceived as more trustworthy when they use negatively framed messaging focused on reducing the damaging impact of their production processes, rather than on positively framed messages that tout benefits. Building such trust, in turn, elicits favorable consumer intentions and behaviors.

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Risk Resonates with Youths in Marijuana Counter-Marketing Campaign

  • JOURNAL OF ADVERTISING RESEARCH

After becoming the first state in the U.S. to legalize marijuana, Colorado launched a counter-marketing campaign aimed at discouraging those under age 21 from using the drug. Preliminary results from a study of the campaign show how it reshaped Colorado youngsters’ perceptions of pot use by focusing on fact-based risk messaging, revealing insights into the attitudes and behaviors of this demographic.

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