How Can Advertisers Leverage AI and Generative AI
Prosocial Advertising Messages
Neuroscience Techniques and Effectiveness in Advertising: Perils and Pitfalls
Advances in Shopper/In-Store Marketing To Win The Retail Battleground
Cross-Media Advertising and ROI
Cross-Media Advertising and ROI
The fracturing of the media landscape has created an increasingly compelling arena for research involving cross-media effects. Results show that advertising on multiple platforms creates higher ROI than using only a single platform. The problem that must be recognized is that research has indicated that allocation criteria under conditions of synergy differ from traditional allocation criteria. This can be seen in such strategies as allocating marginal dollars to the least-effective medium. There are tremendous new opportunities for research now as analysis can be done on an individual basis with single-source data, but this area is underdeveloped. Are there optimal strategies? How do we really assess profitability? How do we compare effectiveness across platforms?
JAR, therefore, is calling for research into Advertising and ROI. The deadline for submissions January 31, 2020.
Following is an indicative, but not exhaustive, list of possible areas for submissions:
- Cross-Media Synergies
- Analyses at the Individual level with Single-Source Data
- Measuring Audience and Duplication and the Role of Attribution and MMM in a Multiscreen World
- New Allocation Criteria
- Allocation Under Conditions of Synergy vs Using Traditional Criteria
- Best Performance Indicators
- Short-Term Effects vs. Long-Term Effects
- The Role of Neuroscience
- The Role of Television
- Unification of Themes and Messages
- The Role of Audio and Eyes on Screens
- The Balance of Digital and Traditional Media
Gender Issues in Advertising
In light of the increasingly complex view of gender from a psychological perspective, scholarly research is being sought regarding the changing nature of gender affiliation and advertising impact. The issue here is how advertisers accurately can portray consumers in the ways in which they would like, reflecting their chosen gender orientation. This is important for targeting particular consumer segments. The changing nature of role portrayal depictions and lifestyle settings in advertising make this an important topic. The potential for alienation is always something for advertisers to avoid, and the need for prescreening of advertisements with target respondents is greater now than ever.
JAR, therefore, is calling for research into gender issues in advertising. The deadline for submissions is January 31, 2019.
Following is an indicative, but not exhaustive, list of possible areas for submissions:
- Highly Attractive Models versus Normally Attractive Models in Advertising
- The Fine Line between Sexy and Sexist Advertising
- Metrosexual Images and Segmentation
- LGBT and Transgender Depictions in Advertisements
- Unreal Expectations Based on Ideal Imagery in Advertising
- Male Images and Ad Likeability
- Androgyny and Unisex Portrayals
- Nudity in Advertising
- Gender as Psychology as Opposed to Sexual Makeup
We are looking for immediately actionable research findings, and as a result we are looking for empirical papers. Given our strong practitioner readership, please place particular emphasis on practitioner implications of the research findings.
Any questions or to submit abstracts for feedback – please contact the Editor-in-Chief: Professor John B. Ford (jbford@odu.edu).
Neuroscience Techniques and Effectiveness in Advertising: Perils and Pitfalls
We have run several special issues previously involving Neuroscience in Advertising, and it is still a topic of great interest to scholars as well as to practitioners. There have been criticisms raised about neuro research and the resulting conclusions being drawn, however. Some have found problems with tools involved and data that is full of noise. All of this requires careful screening by knowledgeable individuals to purify the results.
As this field is rapidly evolving, it is important to present cutting-edge results that advance our knowledge of which tools are best in the proper circumstances, and how to avoid mistaken readings of resulting data. Given the importance of this topic for the advertising industry and given the research priorities of the Advertising Research Foundation, I would like to reopen this topic for discussion. Successful submissions will be published in JAR in 2019.
To be considered, papers should contribute to both advertising theory and practice. Given our strong practitioner readership, particular emphasis is on practitioner implications of the research findings. We also welcome papers critical of the contribution of neuroscience as given the enthusiasm around these methods. Neuro techniques could focus on eye tracking, galvanometers, fMRIs, facial recognition software, skull cap sensors, virtual goggles, etc.
The following list is an indicative, but not exhaustive, list of areas where we are seeking submissions:
- Comparison between neuro and traditional research methods
- Neuroscience traps to avoid
- How to screen out noise from the data
- Objective evidence to complement perceptual research
- Comparisons across neuro techniques
- Cost vs. benefit analysis of using neuro: Do the substantive costs pay off?
- Research quality issues associated with implementing neuroscience in marketing
Maximum length for papers is 7,000 words, with shorter papers encouraged. Authors can use appendices for material useful, but not central to the paper.
The best paper submitted may be invited to present their research at a suitable ARF conference to showcase their research to a wide practitioner audience. The submission deadline to be considered for this opportunity is 31st of July, 2018.
Advertising in China
There is little doubt of the growing importance of China in the global economy. Getting access to the large consumer markets in China is an increasingly pressing issue for global advertisers. Advertising in China has developed at a rapid pace as China has evolved from a limited central-planned economy to a globally-focused economic superpower. This massive change in the advertising industry and supporting infrastructure along with the growing consumer affluence makes China a prime target for global advertisers. The rapid changes being experienced within China argue for cutting-edge research into the nature of advertising in China and the impact of advertising on Chinese consumers.
Therefore the JAR editorial team is calling for research into advertising and its place and role in Chinese society.
The following list is an indicative, but not exhaustive, list of possible areas for submissions:
- Chinese consumer reactions to advertising content and media
- Cultural issues and their impact on advertising/promotions in China
- Insight into the infrastructural facilitators/impediments to advertising industry development in China
- Neuroscience insights and Chinese viewer behavior
- The use of celebrity endorsements in Chinese advertising
- Efficacy of different media in reaching various Chinese audiences
- The explosion of mobile in China and advertising strategies
- Ethical issues in Chinese advertisements
- Corporate social responsibility and advertising in China
- Social media use in China
- The impact of e-commerce on advertising media and creative
A preference is for empirical papers, but theoretical/conceptual papers will be considered if they provide a major advancement of understanding.
Papers should be about building advertising theory and improving advertising practice. Given our strong practitioner readership, please place particular emphasis on practitioner implications of the research findings.
Optimal length for papers is 6,000 words, with shorter papers encouraged. Authors can use appendices for material useful, but not central, to the paper.
Any questions or to submit abstracts for feedback – please contact the Executive Editors: Professor John B. Ford (jbford@odu.edu) for North American submissions and Professor Jenni Romaniuk (Jenni@MarketingScience.info) for submissions from other locations.
Advances in Shopper/In-Store Marketing to Win the Retail Battleground
Retail environments now offer advertisers a myriad of opportunities for spending their advertising budgets. This expansion of opportunities, coupled with more offline options, creates a vital need for research into marketing activities aimed at the shopper in retail/shopper environments.
Therefore the JAR editorial team is calling for research into the value of effectiveness of in-store/shopper marketing.
The following list is an indicative, but not exhaustive, list of possible areas for submissions:
- Assessing the effectiveness of in-store advertising
- Comparisons of the efficacy of in-store and out-of-store activities
- Insights into shopper behavior that improves advertising planning or creative decisions
- Advancements on how to get noticed/cut through in a retail environment
- Effective marketing in online retail environments, which can include comparing and contrasting this with in-store retail environments.
- Contrasts and similarities between shopping environments for services, durables and packaged goods
- Retailer advertising effectiveness
A preference is for empirical papers, but theoretical/conceptual papers will be considered if they provide a major advancement of understanding.
Papers should be about building advertising theory and improving advertising practice. Given our strong practitioner readership, please place particular emphasis on practitioner implications of the research findings.
Optimal length for papers is 6,000 words, with shorter papers encouraged. Authors can use appendices for material useful, but not central, to the paper.
Any questions or to submit abstracts for feedback – please contact the Executive Editors: Professor John B. Ford (jbford@odu.edu) for North American submissions and Professor Jenni Romaniuk (Jenni@MarketingScience.info) for submissions from other locations.
Fueling the Mobile Revolution
The success of Pokémon Go confirms what many have suspected: The future is mobile. With smartphone penetration growing globally at a rapid rate, the increasing sophistication of mobile apps—and the promise that geo-location targeting holds—marketers and advertisers are scrambling to keep up with the opportunities that the mobile revolution brings.
Therefore the JAR editorial team is calling for research that can contribute to our understanding of how mobile technology and applications are changing consumers, brands and advertising.
Examples of topics we are interested include:
- How the use of mobile has affected consumer behavior to other media platforms
- Mobile app consumer behavior
- Mobile advertising effectiveness
- Mobile advertising as part of a cross-platform strategy
- The impact of mobile in emerging markets
- In-App advertising effectiveness
- M-commerce
- Mobile gaming
- The use of mobile geo-targeting
A preference is for empirical papers, but theoretical/conceptual papers will be considered if they provide a major advancement of understanding. Case studies unlikely would be accepted, however, due to their limited scope to contribute to wider learning. Papers should be about building theory and advertising practice, but given the nascent nature of mobile, descriptive papers that foster understanding and help develop better focused research questions also are encouraged. Given our strong practitioner readership, please place particular emphasis on practitioner implications of the research findings.
Optimal length for papers is 6,000 words, with shorter papers encouraged. Please think length in line with contribution. Authors can use appendices for material useful, but not central, to the paper.
Any questions or to submit abstracts for feedback – please contact the Executive Editors: Professor John B. Ford (jbford@odu.edu) and Professor Jenni Romaniuk (Jenni@MarketingScience.info)