On November 1, 2022, the ARF Cultural Effectiveness Council hosted a discussion on ways that brands have gained an edge by focusing their insights and subsequent marketing on traditionally under-represented communities. Speakers from General Mills, Vevo, and muliti-cultural agency Alma shed light on the kinds of research they find helpful in uncovering valuable inclusive insights and the potential rewards of this strategy. They cited examples of those insights and discussed the societal trends that underlie them. The session was moderated by Council Co-Chair Janelle James of Ipsos.
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Talking M&Ms, Mr. Peanut, the Michelin Man and the Pillsbury Doughboy are among the most popular anthropomorphic product characters, many of which we remember since childhood. A new study asks: How can a brand that uses this popular communication strategy avoid the negative impact of consumer ethnocentrism—the belief that buying foreign products is wrong—when entering foreign markets?
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As charity fundraising becomes more competitive, the imagery used in crowdfunding campaigns requesting help for victims can make the difference between higher or lower donations. Evidence from new research shows that campaigns with images that show victims as helpless attract fewer donations than those showing victims helping themselves.
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This ARF Cognition Council event explored how brands can improve consumers’ perceptions of their pro-social messaging based on insights from fresh analyses of data from a variety of sources. Experts from Ipsos, Dartmouth College and Research Measurement Technologies shed light on a diverse range of research on ways that brands can convey pro-social messages in their advertising.
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