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Targets & Segments

How to Adapt Global Campaigns to Local Contexts (Summary)

  • The ARF
  • KNOWLEDGE AT HAND; CMO BRIEF

Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.

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The Myth of Targeting Loyal, Niche Audiences

  • Harsh Taneja (University of Illinois at Urbana-Champaign)
  • JOURNAL OF ADVERTISING RESEARCH

With unlimited consumer choices in the digital marketplace, advertisers often turn away from websites with mass appeal and toward niche outlets, for their small, but potentially loyal audiences. Such a strategy is actually unwise, diminishing reach, according to evidence from a study analyzing double-jeopardy effects in digital media usage.

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A Conversation with Gen Z (Event Summary)

  • SALON SERIES

In this thought-provoking salon series event, attendees got to know the inner workings of the Gen Z mindset from four professionals and one NYU student. The conversation lead to some surprising places. Speakers talked about how COVID-19 affected their work and lent advice to the younger members of their generation. They talked about the need to be authentic and to personalize ads and make them relevant to users, especially in the social media space, and even gave insights into the online shopping behaviors of this, our most tech savvy generation.  Editor’s Note: The full summary is available to members only.

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Appeal Predicts Gay Inclusive-Ad Outcomes

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

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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Building Brand Loyalty with Today’s Audience –The Pivotal Role of Representation (Event Summary)

  • ARF COUNCIL EVENT

The fourth installment of the ARF Cultural Effectiveness Council’s virtual event series focused on why representation is important. This event provided insights on culture, values and identification that need to be considered in order to achieve meaningful representation of the 21st century US population in advertising. This includes communities that are often overlooked–those within the broader ethnic, LGBTQIA and disabled communities. Editor’s Note: The full summary is available to members only.

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Findings from the 3rd Annual Privacy Study

  • THE ARF

One of our most anticipated studies of the year, in addition to questions about online shopping, mobile device and PC use, and willingness to share digital data, this year’s survey included a number of COVID-19 related inquiries. These included questions about trust, privacy, a willingness to divulge geolocation data and much more.

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Shifting the Perception of Aging Today (Event Summary)

  • ARF VIRTUAL SALON SERIES

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.

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Multicultural Conversations on Handling the Hard Stuff (Event Summary)

  • SALON SERIES

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.

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