Targets & Segments

Strategies for Scientific Claims in Cosmetics Ads

  • Jie G. Fowler (Valdosta State University), Les Carlson (University of Nebraska) and Himadri Roy Chaudhuri (Institute of Management Technology, Ghaziabad, India)

Advertisers of cosmeceuticals—cosmetics that have potential health benefits —have had little guidance as to the types and frequency of scientific claims they make in their advertisements. This study offers a typology of such claims as well as insight into how the targeted consumer perceives them when making a purchase decision.

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Will the TV Upfronts Survive?


How long will TV networks’ annual efforts to attract ad dollars, the “Upfronts,” continue to reign as the most important revenue-generating events of the year? Learn what agency and TV and measurement company executives shared about changes in Upfront marketplace effectiveness and how they predicted buying behavior will evolve.

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“Buzz” Metrics Reveal Clues about Advertising Success

  • Brad Fay, Ed Keller, Rick Larkin (Engagement Labs)

Marketers should use conversation metrics, in addition to effectiveness measures, to determine whether their advertising campaigns will drive purchases. “Buzz”—upticks in both online and offline conversations about brands—contributes about equally to sales and other business outcomes, word-of-mouth experts reported.

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Novel Approach Improves Marketing Survey Data Accuracy


How can advertisers, media companies and market researchers acquire highly accurate consumer survey data, in order to make informed business decisions, without depleting their budget? Sure, everyone would like to utilize probability sampling, but the cost is out of reach for most. However, non-probability, opt-in, online samples are nowhere near as accurate.

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Social-Media Marketing and More

  • JAR (59, 4) December 2019 Summary

In the December issue of the Journal of Advertising Research, a special section addresses critical issues in social-media marketing. Empirical findings make contributions to both research and practice, from Superbowl TV/online advertising strategies to conversation metrics. Among other articles, trust in digital marketing is top of mind, and in China, TV commercials benefit from prior online exposure, but not vice versa. How do U.S. consumers perceive scientific claims made in cosmetics ads? Read on!

Evaluating Digital Audience Quality

In 2018, $57 billion was spent on digital display advertising. That doesn’t mean those resources were used wisely. One crucial issue is the need to focus on audience quality. Failure to do so can lead to consumers being buffeted with messages or confronted with irrelevant ones. As a result, they become frustrated and turned off. This equates to missed opportunities and wasted resources.

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Target Multicultural TV Viewers by Program Genres

  • J. P. James (Salem State University) and Tyrha Lindsey-Warren (Baylor University)

Myths abound about planning and buying TV to reach multicultural audiences. The study seeks to dispel them, as it calls for targeting these increasingly valuable audiences by program genres instead of by the networks associated with ethnic groups and insists that the industry needs a new measurement standard in this area.

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