The ARF’s July 25, 2019, Salon offered profound insights into why people do the things they do, based on findings from behavioral science. Presenter and author Matthew Willcox shared insights from his book, “The Business of Choice,” highlighting some of its key points.
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At the ARF’s first ever session in the Salon Series, which focused on Influencer Marketing, a panel of experts met to discuss the pros, cons and impact of this relatively new marketing tactic with ARF members.
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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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In today’s social climate, brands must constantly be aware of social issues. The cost of ignorance can be substantial. Negative brand adjacency can not only damage a brand’s reputation, it can have a direct impact on its bottom line as well.
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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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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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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What new research can inform smarter segmentation and targeting? Find out by reading this brief summary of articles from the June Journal of Advertising Research. The issue also offers insights into :06 ads, native advertising effectiveness, e-marketplace dynamics and more.
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