This update to the ARF’s first comprehensive handbook, released last year, provides an exploration into the burgeoning technology’s transformative role in marketing and advertising research. It covers the integration of AI into marketing strategies, ethical considerations, future trends and practical case studies. This handbook is an essential guide for advertising research professionals looking to leverage any of the latest AI platforms while ensuring ethical and impactful outcomes.
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Binge-watching dramatically reshapes how consumers respond to advertising on video-on-demand platforms. Drawing on psychological reactance theory, this study reveals that binge-watchers perceive ads as more intrusive and irritating, harming platform loyalty and boosting ad avoidance—unless the ad is highly likeable, which can soften negative reactions and protect platform engagement.
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Marketers often use ratios like ROAS (Return on Advertising Spend) and ACOS (Advertising Cost of Sales) to communicate campaign efficiency. Researchers in this study find that the way in which these ratios are framed can dramatically influence stakeholder perceptions and decisions. Published in a working paper of the Marketing Science Institute (MSI), the study reveals that even mathematically equivalent ratios can shape contrasting judgments about marketing effectiveness, investment continuation and strategy preferences. This research underscores the psychological power of presentation and calls for smarter framing in marketing metrics.
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