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Targets & Segments

A New Tool Measures Children’s Emotional Response to Ads

  • Joëlle Vanhamme (EDHEC Business School in France) and Chung-Kit Chiu (freelance illustrator)
  • JOURNAL OF ADVERTISING RESEARCH

Measuring emotions in children exposed to advertisements just got easier. A pictorial instrument developed by a French marketing professor and an illustrator can assess basic emotions, is particularly well-suited for 8- to 11-year-olds, and can be used by both practitioners and academics around the world without the need for translation.

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Oracle Data Cloud Tackles Audience Quality

  • CMO BRIEF

$48 billion was spent on digital display advertising in the US in 2018. That’s up 5 percent from just a few years ago. Unfortunately, most advertisers are unaware of the need to focus on audience quality. Without doing so, consumers can be overwhelmed with messages or encounter irrelevant ones. They become annoyed or frustrated, resulting in 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)
  • JOURNAL OF ADVERTISING RESEARCH

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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Marketing to Hispanics

Marketers have become increasingly aware of how important it is to understand the characteristics and dynamics of the Hispanic market – the fastest growing segment of the U.S. population. But what are the Hispanic segment’s media behavior and ad receptivity?

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