The ARF’s JAR Insights Studio series, launched in 2020, provides an opportunity for authors to showcase their work published in JAR. Speakers are selected from both the current and forthcoming editions. This virtual event, organized by the Managing Editor, features the authors’ individual presentations, followed by a Q&A led by the ARF’s Chief Research Officer.
Consumer Recall and Recognition of Co-Appearing Brands in TV Media
Consumers’ short- and long-term memory and recognition of brands that co-appear in television programs are affected differently when the juxtaposed products are either in the same or different categories, and when the brands are either familiar or unfamiliar. Find out how this researcher came to her conclusions, helping to strengthen product placement strategy decisions around choosing the right co-appearing partners.
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Are Brands Wasting Money on Sports Sponsorships?
Are brands that sponsor sports teams and events paying too much to reach fans? Researchers focused on Major League Baseball sponsorship and four dimensions of brand equity, using the expansive BAV (BrandAsset Valuator) database. A major finding: Brand personality matters. Strong personalities tend to overspend, while ‘boring’ ones can hit the ball out of the park.
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What Drives Consumers to Engage with Influencers?
Influencer advertising is on the rise, yet we know little about what prompts consumers to engage with the “star of the show”. Learn about six newly-identified consumer segments that follow influencers, revealing why they do so and how they react to influencer content—insights that serve as a guide to managing social-media relationships.
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When Consumers Tune Out Advertising Messages
Why do consumers tune out advertising, and what can marketers do about it? There is plenty of research about consumer engagement, but very little on disengagement. Watch these experts fill that gap by broadening the definition of disengagement, identifying the cause for it and developing a scale for measuring it.
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Accounting for Causality when Measuring Sales Lift from Television Advertising: TV Campaigns Are Shown to Be More Effective for Lighter Brand Users
Advertisers can easily be misled when not taking into account causal effects (factors other than advertising) that can impact a brand’s sales. Watch JAR Best Paper authors Henry Assael and Masakazu explain how endogenous factors—such as price, competition or the state of the economy, and heterogeneity—variations in consumer characteristics shaping responses to advertising, can affect effectiveness analysis.
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Effects of Non-Stereotyped Occupational Gender Role Portrayals in Advertising: How Showing Women in Male-Stereotyped Job Roles Sends Positive Signals about Brands
Stereotypes are used frequently in advertising, such as the widely used female kindergarten teacher. There are exceptions — such as an Armed Forces recruitment ad showing a picture of a female soldier — but these nonstereotyped portrayals are still rare. What are the advertising and social effects of using these stereotypes and nonstereotypes in advertising? Watch Stockholm School of Economics researchers showcase their work in this area.
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How Does Consumer Insight Support the Leap to a Creative Idea? Inside the Creative Process: Shifting the Advertising Appeal from Functional to Emotional
Creative professionals don’t like to tell stories about unique selling points, so human truths give them license to tell emotional narratives—a more persuasive story—about people in the context of a product. Is insight a critical component of the creative brief? Creativity guru Scott Koslow (Macquarie University) presents his team’s deep dive into the advertising creative process, tackling how consumer insights work to make the critical leap from the functional narrative to the emotional.
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When Brands Go Dark: Examining Sales Trends when Brands Stop Broad-Reach Advertising for Long Periods
Broad-reach mass advertising on television is costly, and its impact on sales might not show up for months afterward. What happens to a brand’s sales when it stops broad-reach TV advertising completely for one year or longer, and how do brand size and previous sales trajectory affect aggregate sales trends? Watch Ehrenberg Bass senior marketing scientist Nicole Hartnett showcase her research team’s work and outcomes.
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A New Benchmark for Mechanical Avoidance of Radio Advertising: Why Radio Advertising Is a Sound Investment
Marketers often underestimate radio advertising’s potential, believing as much as one-third of the audience avoids listening to ads (for every 10 listeners, seven are exposed, according to this study). This discourages radio advertising investment. Author Aaron Michelon explains how this research revisited that benchmark by measuring the value of an ad spot across media and content conditions. Which media factors determine ad avoidance, and is avoidance affected by audience availability? Also consider different levels of avoidance: cognitive (thinking about something else), physical (leaving the room) and mechanical (turning off the radio, switching stations, muting the sound).
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Effectiveness and Efficiency of TV's Brand-Building Power: A Historical Review
While not quite as vigorous as in its heyday, television still has tremendous power to move markets, despite distracted viewing. That’s the outcome of a historical review of TV advertising’s performance, spurred by 2016 ARF research that encouraged advertisers to add back traditional media to digital investments. MASB and its research partners asked: Is TV really still as strong as in the past? Should new measures be considered? Watch authors of this study—a JAR Best Paper—describe their work using data from MSW Research and Nielsen to investigate the selling power of a single quality exposure. The analysis, among other factors and conditions, also focused on rates of delivery of selling power, spanning 35 years (1980-2014), using brand preference shift and category switching measures of brand loyalty.
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Sixes, A.I. and Media Metrics
After a global panel synthesized their work published in the JAR on creative strategies for six-second video ads, radio ad-avoidance measures, facial coding analysis of ad sharing, and TV ad effectiveness, ARF CRO Paul Donato leads the concluding Q&A panel. Creative trends, generational differences (e.g. Gen Z vs. older audiences) and the power of advertising preferences were among talking points.
Why Do People Share Some Advertisements More than Others? Quantifying Facial Expressions to Gain New Insights
Research on why people share ads, and how emotions drive sharing, tends to focus on positive consumption experiences. But can negative emotions also increase sharing? How can we measure emotions in a scalable way? Watch author Daniel McDuff describe this study’s use of a custom facial action detection algorithm— capturing muscle activation—which predicted emotional expression, with various outcomes for ad sharing. Some 20,000 data points were created from webcam analysis of study participants in the U.S., Germany, France and China, watching TV ads featuring familiar brands such as Mars, Snickers, Pedigree and across a broad range of product categories.
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Strategies for More Effective Six-Second Video Advertisements: Making the Most of 144 Frames
Short ads’ biggest constraint is the ability to convey the cause and effect of what a product can achieve. By contrast, longer ads have better recall, changing attitudes, and are better for developing stories. So, what can advertisers do to make six-second online video ads more effective? Data from sources including Unruly, YouTube, Facebook, Instagram and Snapchat—plus interviews with advertising professionals—showed that six-second ads excelled when matching ad content to the limits of the format, and communicating in a loaded manner. Watch author Colin Campbell (now JAR Editor-in-Chief) describe tactics that help in planning, writing, production and distribution, with use of experimental narrative forms, plus efficient film styles that maximize communicated meaning.
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