How can we more effectively understand and communicate with the diverse audiences of 21st century America? The ARF Cultural Effectiveness Council has created a guide to help accomplish this. It contains the latest information about diversity and inclusive terminology—an ever-evolving subject—specific definitions and best practices. This guide helps researchers and media and marketing professionals to recognize and understand preferred terms that are used to identify members of these audiences, to show proper respect and connect with them more effectively.
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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.
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Fear of missing out (FOMO) is a phrase that social media has given rise to. Those who follow others on such platforms can be made anxious about their own life choices and use of free time when following friends and their activities online. If brands can properly understand this phenomenon, however, they can find ways to engage with customers, including through the content and events consumers most care about. Researchers in this Marketing Science Institute (MSI) working paper find that those who are most attracted to a brand are the ones who become the most engaged through such a strategy.
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Even though it is a common practice in the industry, researchers so far have not reached a uniform conclusion about how or even whether retargeting works. But a new study focused on Gen Z mobile users offers insight into the early stages of decision making, and a multitude of factors that influence these consumers’ perceptions when viewing luxury fashion ads for a second and third time.
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