Neuro Can Improve Sustainability Messaging
Research on consumers’ emotional reactions to advertisements can help improve ads with environmental messages.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Too Much Attention?
One expert argues that attention alone does not bring ad success and that we should not forget the other important levels of the “ARF Model.”
Brands and the Polygamous Consumer
Ehrenberg-Bass researchers argue that marketers need to accept that most brands share customers with several of their rivals and are not likely to achieve complete loyalty from their buyers. They offer recommendations for strategies that promote brand growth in a “polygamous multi-brand loyalty market” which runs counter to prevailing theories about how to grow brands.
Political Opinions Drive Media Perceptions
Research by Ipsos reveals that political party affiliation is an important driver of most Americans’ views about movies and TV – leading to the stunning finding that Black Americans are now more likely to say they see “people like me” in entertainment than White Americans.
Sonic Branding is Back
The use of specific sounds, audio cues and music for branding is nothing new — it has been employed since radio became a mass medium. But as many marketers are rediscovering, sonic branding researchers are exploring best practices for today’s media environment.
Questions CMOs Should Ask Researchers
What are the most important questions CMOs should ask of market researchers and what are researchers answers?
AI Facilitates Product Placements
AI makes it easy to place products into video content and make those digital insertions look more realistic than ever. This is likely to further increase product placements – a good reason to revisit the research that provides insights on how to make them effective.
Super Bowl Ads Revisited
As all media are full of analyses, polls and commentaries, with this year’s Super Bowl ads, it is worth looking at research insights from past Super Bowls.
Three Little Words
How would you describe a show or movie in three words? Netflix does. And according to a New York Times article, that is one of the drivers of the streamer’s success. Read more »
DEI in 2024
In addition to the ARF event, DEI and diversity were recently addressed by the World Federation of Advertisers (WFA) strategic partners in their forecasts for 2024 priorities and in a new Morning Consult study.