Targets & Segments

Journal of Advertising Research June Preview: Gender & Diversity


What do we know about gender and diversity? In June JAR’s special section, researchers worldwide explore the effects of feminism, gender role portrayal, body size of Instagram models, pictures of gay couples, and LGBTQ imagery in advertising. Plus: why people watch so much television, an enhanced model for measuring retention of billboard ads and guilt appeals in cause marketing campaigns.

Multicultural Conversations on Handling the Hard Stuff (Event Summary)


Navigating the Messy Middle: Multicultural Conversations on Handling the Hard Stuff – Particularly During a Crisis

 This virtual Salon, hosted by the ARF Cultural Effectiveness Council was moderated by Janelle James, Qualitative Research Director, Kantar. Janelle was joined by Kendra Clarke, Vice President of Data Science and Product Development, sparks & honey, and Ola Mobolade, Founder at COCO and Co-author of “Marketing to the New Majority”.
Editor’s Note: The full summary is available to members only.

Member Only Access

Appeal Predicts Gay Inclusive-Ad Outcomes

  • Bradley J. Bond and Justine Rapp Farrell (both at University of San Diego)

When gay couples are featured in an ad, advertising appeal can be more important than sexual orientation in predicting consumer behavior—specifically with intentions to purchase and recommend a brand or product—according to research at the University of San Diego.

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Young Pros Presents: Coming of Age in a Crisis – The Millennial Perspective

Millennials have lived through a number of tragedies, including the 9/11 terrorist attacks, the Great Recession and now the COVID-19 pandemic. How did these events shape millennials? And what do marketers, advertisers, brands and researchers need to know about this generation and their unique perspectives, in order to market to them effectively? Editor’s Note: The full summary is available to members only.

Member Only Access

Shifting the Perception of Aging Today (Event Summary)


At this virtual Salon, Barbara Shipley from AARP and Andrew Delaney from Getty Images discussed their initiative to encourage advertisers to avoid stereotypes in the portrayal of the 50+ population in ads. Tiffanie Papp from P&G/SeeMe Beauty shared why it is important for SeeMe Beauty to create ads that resonate with 50+ consumers.

Editor’s Note: The full summary is available to members only.

Member Only Access

How Political Ideology Drives Response to LGBTQ Imagery

  • Gavin Northey (Griffith University, Gold Coast Campus), et.al.

We know from prior research that different consumers give  different emotional responses to ads that show images of gay men and women. New research shows evidence that political ideology is a key determinant, suggesting that marketers consider geopolitical segmentation and targeting to reduce potential negative outcomes to sales.

What Behaviors Will Stay After the Crisis Passes? (Event Summary)


Our panel included presentations from Claire Tinker, ESL Insights, Victoria Sakal, Morning Consult and Brian Fuhrer, Nielsen. Panelists offered their thoughts on 1) the Impact of the Current Crisis, 2) Advertising and Brands in the Crisis and 3) What Will Stay After the Crisis. Editor’s Note: The full summary is available to member’s only.

What are the Elements of a Successful Brand Purpose Campaign? (Summary)

  • by The ARF & KANTAR

What makes for a winning purpose campaign? Very little is agreed upon in the industry. As a result, the ARF and Kantar set out to investigate. The result is Cracking Brand Purpose, a best-in-class framework for developing successful purpose campaigns. What the analysis discovered was that the most important elements are: You, Them and The World.

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