In decades past, demographic characteristics were considered the strongest predictors of consumers’ values, attitudes and purchasing behavior. Over time, however, they have grown to become weak predictors and correlates. In this Knowledge at Hand report, Dr. Horst Stipp, EVP at the ARF, summarizes the latest and most impactful research to date on consumer values and how researching them carefully can help shape effective business strategies and impactful ad messages.
Member Only Access
A JAR 2022 call for papers on prosocial advertising generated a deluge of submissions aimed at helping advertisers use more effective means of communicating in ways that benefit society. The result is the newly published March issue focused on messaging strategies that help consumers make informed decisions on health, the environment and charity.
Member Only Access
Cover images—the preview images that provide a glimpse of the content to be shown in pre-roll video ads—can determine whether or not someone clicks on the ad, depending on the level of arousal in those images and how well it meets their sensational needs, new research shows.
Member Only Access
An image that tells a powerful story is vital for the success of a public service ad. Is a photograph or illustration better at motivating prosocial actions? The answer lies in whether the visual medium is paired with concrete or abstract messaging, and how intimately the audience can relate to the ad, new research shows.
Member Only Access