In its ground-breaking white paper, the ARF Creative Council’s New Research Guidelines Working Group identified the importance of a collaborative insights-led process in the development of great creative. Editor’s Note: The full summary is available to members only.
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This event was suggested by the ARF’s LA Media Research Council in the aftermath of the poor performance of last November’s election polls. Council members felt that the discussions about polling could impact trust in consumer and media research and that we should explore what research suppliers are doing to implement Best Practices.
Research Quality has always been a key issue for the ARF. Most recently, an ARF event about the November polls found that while some issues are unique to political polling, many impact all survey research, for example, obtaining representative samples while response rates are declining, validity of responses, and predicting behavior and attitude trends.
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This focused ARF Insights Studio presented analytics leaders from Twitter and Mondelēz International who shared how brands can analyze conversational patterns to maximize business outcomes, influence brand conversions and further understand campaign effectiveness. Twitter also shared details and business outcomes of a recent brand equity study that it performed on itself.
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At this Insights Studio, a global panel synthesized their work published in the Journal of Advertising Research on creative strategies for six-second video ads, radio ad-avoidance measures, facial coding analysis of ad sharing, and TV ad effectiveness. Creative trends, generational differences (e.g. Gen Z vs. older audiences) and the power of advertising preferences were among talking points in the concluding Q&A.
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The second installment of the ARF Cultural Effectiveness Council’s Navigating the Messy Middle series — which focused on the workplace experiences and strategies of mid-career professionals from diverse communities — hosted two successful executives who have developed their careers in the advertising and media industries.
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The ARF presented five sessions at Advertising Week 2020 that explored consumer experience (CX) questions and strategies. Leaders from the travel, finance, retail and media industries shared their consumer behavior and how they have adapted their CX plans in the new normal.
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ARF Young Pros 2021 Meet-Up Program introduces Young Pros to industry leaders and fellow research professionals in an environment built for networking. At this event, Laurel Weir from the MTV Entertainment Group at ViacomCBS, gave us a glimpse into her career, talked successes and challenges, and shared tips specifically for Young Pros.
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Building successful brands require a deep understanding of why consumers behave the way they do and the associated media drivers. The Advertising Research Foundation and the IPA /EffWorks Global 2020 partnered to share our most relevant research, case studies and keynotes from Marketing Effectiveness leaders. Editor’s Note: The full summary is available to members only.
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