The more we learn how to use the massive infusion of data driven by a new digital ecosystem, so do tools of marketing research become richer, more tactical, and better channeled to understand specific issues. Indeed, advertising strategists now can depend on inventive, highly focused studies to learn more about targets that traditionally have been hard to reach.
- Agents of Social Change: A Model for Targeting And Engaging Generation Z across Platforms Donna Vallone, Alexandria Smith, Tricia Kenney, Marisa Greenberg, Elizabeth Hair, Jennifer Cantrell, Jessica Rath, Robin Koval (Truth Initiative)
- Consumer Response to Gay and Lesbian Imagery Kathrynn Pounders (University of Texas at Austin), Amanda Mabry-Flynn (University of Illinois)
- Why Older Adults Show Preference for Rational Over Emotional Advertising Appeals Lynn Sudbury-Riley (University of Liverpool), Lisa Edgar (The Big Window Consulting)
- Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers Melanie Randle, Leonie Miller, Joanna Stirling (University of Wollongong), Sara Dolnicar (University of Queensland)