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Creative & Branded Content

Risk Resonates with Youths in Marijuana Counter-Marketing Campaign

  • JOURNAL OF ADVERTISING RESEARCH

After becoming the first state in the U.S. to legalize marijuana, Colorado launched a counter-marketing campaign aimed at discouraging those under age 21 from using the drug. Preliminary results from a study of the campaign show how it reshaped Colorado youngsters’ perceptions of pot use by focusing on fact-based risk messaging, revealing insights into the attitudes and behaviors of this demographic.

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The Art and Science of Advertising (Event Summary)

  • ARF & IPA PARTNER EVENT

The ARF and IPA partnered to present the best new thinking and empirical research for marketing effectiveness. Sessions were curated from our two 2021 flagship events — AUDIENCExSCIENCE and EffWorks Global — and designed to help you boost your business performance. Key takeaways will be added to this page as they become available.

Are Non-Local Sports Fans Bigger Sponsor Patrons than Locals?

  • JOURNAL OF ADVERTISING RESEARCH

Fans who travel far to sporting events may be more valuable to sponsoring brands than previously thought. A research model tested against a cycling field study shows that “faraway” fans are more knowledgeable about the sport than locals, identify more strongly as a fan of the sport and have greater event attachment, potentially increasing their desire to support sponsoring brands.

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Emphasizing the Negative Builds Trust in CSR Environmental Messaging

  • JOURNAL OF ADVERTISING RESEARCH

As counterintuitive as it sounds, this study shows that companies in environmentally unfriendly industries are perceived as more trustworthy when they use negatively framed messaging focused on reducing the damaging impact of their production processes, rather than on positively framed messages that tout benefits. Building such trust, in turn, elicits favorable consumer intentions and behaviors.

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What’s Behind Consumer Recall of Brands Co-Appearing in TV Programs?

  • JOURNAL OF ADVERTISING RESEARCH

Consumers’ short- and long-term memory and recognition of brands that co-appear in television programs is affected differently when the juxtaposed products are either in the same or different categories, and when the brands are either familiar or unfamiliar, new research shows. The findings are intended to help strengthen product placement strategies and decisions around choosing the right co-appearing partners.

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