Targets & Segments

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!

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.

Member Only Access

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.

Member Only Access

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.

Member Only Access

A New Tool Measures Children’s Emotional Response to Ads

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

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.

Member Only Access

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?

Member Only Access