Targets & Segments

Journal of Advertising Research June Preview: Gender & Diversity


What do we know about gender and diversity? In June JAR’s special section, researchers worldwide explore the effects of feminism, gender role portrayal, body size of Instagram models, pictures of gay couples, and LGBTQ imagery in advertising. Plus: why people watch so much television, an enhanced model for measuring retention of billboard ads and guilt appeals in cause marketing campaigns.

Multicultural Conversations on Handling the Hard Stuff (Event Summary)


Navigating the Messy Middle: Multicultural Conversations on Handling the Hard Stuff – Particularly During a Crisis  This virtual Salon, hosted by the ARF Cultural Effectiveness Council was moderated by Janelle James, Qualitative Research Director, Kantar. Janelle was joined by Kendra Clarke, Vice President of Data Science and Product Development, sparks & honey, and Ola Mobolade, Founder at COCO and Co-author of “Marketing to the New Majority”. Editor’s Note: The full summary is available to members only.

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How Does Click-Through Behavior Differ Across Devices?


An enormous number of consumers have many devices today that they use to connect to the internet. This has made digital advertisers wonder if click-through behaviors are the same or different across devices. In this study, published in the Digital First section of the JAR, researchers look at how click-through behaviors differ in paid search advertising campaigns when a user is using a tablet versus a desktop computer versus a smartphone.

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A New Benchmark Brings Good News for Radio Advertising (Summary)

  • Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, Johan Bruwer

Radio advertisers have been relying on earlier research that showed that as much as one-third of their audience switch stations during advertising breaks. But the authors of a forthcoming study in JAR, available now online, claim that number is misleading. Their new benchmark—about one-tenth of current estimates—could attract greater investment in this advertising medium.

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Building Brand Loyalty Through Language Techniques (Event Summary)


This is second installment of the ARF Cultural Effectiveness Council’s webcast series: Building Brand Loyalty with Today’s 21st Century Audience. This episode focused on language, specifically how marketers can use language to reach diverse audiences. Demographic changes in the US over the past couple decades or more have been significant and marketers need to understand them, if they want to be successful. Editor’s Note: The full report is available to members only.

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Inside the Journal of Advertising Research: Advertising Creativity and Strategy (Event Summary)


Journal of Advertising Research authors presented their work published in the March issue of the JAR. Creativity experts delved into the creative-idea generation process and the conveying of brand passion in advertising. Strategy experts explored effectiveness of six-second TV commercials and how advertising and promotional effects drive QSR sales. Editor’s Note: The full summary is available to members only.

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What Behaviors Will Stay After the Crisis Passes? (Event Summary)


Our panel included presentations from Claire Tinker, ESL Insights, Victoria Sakal, Morning Consult and Brian Fuhrer, Nielsen. Panelists offered their thoughts on 1) the Impact of the Current Crisis, 2) Advertising and Brands in the Crisis and 3) What Will Stay After the Crisis. Editor’s Note: The full summary is available to member’s only.

What are the Elements of a Successful Brand Purpose Campaign? (Summary)

  • by The ARF & KANTAR

What makes for a winning purpose campaign? Very little is agreed upon in the industry. As a result, the ARF and Kantar set out to investigate. The result is Cracking Brand Purpose, a best-in-class framework for developing successful purpose campaigns. What the analysis discovered was that the most important elements are: You, Them and The World.