For many college-age consumers, the tingles and relaxing sensations that come from experiencing autonomous sensory meridian response (ASMR) can be weird and fun, but off-putting when, say, an endorser is too chatty and loud in the video. New research uses these insights to guide marketers and suggest that ASMR ads, typically aired on YouTube and other, non-traditional channels, are more effective at gaining attention than on traditional media.
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During the last five years, we have seen an upswing and change in the inclusion of values in advertising, especially the increase in cause-related marketing (CRM) which includes messages about societal goals such as sustainability, ESG (environmental, social and governance) and DEI (diversity, equity/equality and inclusion).
Given marketers’ interest in these issues—ranging from wanting to express support for causes to being concerned about a possible backlash—the ARF has reviewed the research on cause-related marketing as well as related issues, such as ads with more general pro-social and altruistic messages. ARF researchers conclude that ads with cause-related messages can be effective, but many are not. Future research should focus on which kinds of messages are most effective among different consumer groups.
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Engaging consumers on social media platforms is extremely advantageous for firms. Yet, sustaining engagement is not always easy. Usership often drops off. The field experiment described in this Marketing Science Institute (MSI) working paper shows helpful ways to sustain social media engagement and offers insights into the positive effects of offering certain members power in their online community (OC).
Promoting diversity through creative content is the right thing to do and can be highly beneficial for brands if done correctly. It’s important for the context to be in sync with the changing context of public opinion. The study featured in this latest MSI white paper, found that Black actors’ share of ads can increase purchase intent, but only when the ads were processed peripherally. If the ad’s aim was to increase the public’s attention to inequality, this could actually inhibit the effect.
