Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

A Model for Delivering Branding Value Through High-Impact Digital Advertising

How High-Impact Digital Media Created A Stronger Connection to Kellogg's Special K®

Shawn D. Baron, Caryn Brouwer, Amaya Garbayo
DOI: 10.2501/JAR-54-3-286-291 Published 1 September 2014
Shawn D. Baron
Facebook, ,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: shawnbaron@gmail.com insightsteam@undertone.com
Caryn Brouwer
Ipsos ASI,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Caryn.brouwer@ipsos.com
Amaya Garbayo
Kellogg Company,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: Amaya.garbayo@kellogg.com
  • Article
  • Info
  • PDF
Loading

Click on the PDF link for the complete article.

ABSTRACT

High-impact digital advertisements, which feature large and often interactive formats, are known for driving consumer response rates higher than those of standard display. Their impact on branding, however, has not been well addressed. For Kellogg Company, the goal of this research was to shed new light on the role of high-impact advertising within its overall digital portfolio, as guidance for maximizing the effectiveness and efficiency of its marketing investments. Although the incremental lift of branding effectiveness perhaps was not surprising, the results quantified the magnitude of that lift, helping marketers and publishers assess the value of high-impact units. The results also demonstrated that full-screen interactive formats, which often are considered to be interruptive, deliver the highest likeability scores and the deepest brand connection, along with the highest likelihood of retransmission and virality.

  • © Copyright 2014 The ARF. All rights reserved.

ARF MEMBERS

If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In

Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00

Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.

Log in using your username and password

Forgot your user name or password?
Forgot your user name or password?
PreviousNext
Back to top

Vol 54 Issue 3

Journal of Advertising Research: 54 (3)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • About the Cover
  • Index by author
  • Ed Board (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
A Model for Delivering Branding Value Through High-Impact Digital Advertising
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
A Model for Delivering Branding Value Through High-Impact Digital Advertising
Shawn D. Baron, Caryn Brouwer, Amaya Garbayo
Journal of Advertising Research Sep 2014, 54 (3) 286-291; DOI: 10.2501/JAR-54-3-286-291

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
A Model for Delivering Branding Value Through High-Impact Digital Advertising
Shawn D. Baron, Caryn Brouwer, Amaya Garbayo
Journal of Advertising Research Sep 2014, 54 (3) 286-291; DOI: 10.2501/JAR-54-3-286-291
del.icio.us logo Digg logo Reddit logo Twitter logo Facebook logo Google logo Mendeley logo
Save to my folders

Jump to

  • Article
  • Info
  • PDF
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • Why Casting Older Female Models Is Good for Advertising
  • A Guide to Graphic Design For Functional versus Experiential Ads
  • How Do Taxes on Car Sales Affect Television Advertising Strategies?
Show more Articles

© 2023 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use