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INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: Journal News

Author: Nanette Burns

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Journal of Advertising Research News

ÌýJAR Showcase Event: Wednesday, June 21 at 12 ET

Hosted by the Advertising Research Foundation, speakers from three different continents will present their work recently published in the JAR, including Best Paper 2022. Managing Editor Nanette Burns kicks off this Insights Studio with a wrap-up of JAR initiatives, and ARF Chief Research Officer Paul Donato concludes with a Q&A speakers’ panel, drawing from his and attendees’ questions. *Register for this event free and open to all. Featured papers:

Best Paper 2022:

Why do advertising expenditures have a stronger impact on perceived quality for some brands and in some product categories, but not as much in others? And how do increases in expenditures across different media channels affect quality perceptions? Presented by , Tuck School of Business, Dartmouth and joined in the Q&A by (Columbia Business School) and (Georgia Tech).

Artificial intelligence is already changing advertising, but how will it reshape it moving forward? This study unpacks the potential effects of three different forms of AI—analytic, interpretive and creative—on seven categories of advertising industry stakeholders. Can those who embrace the evolving creative AI mechanisms get ahead of competitors? Presented by , King’s Business School

Negative or outlaw film and television characters, like Breaking Bad antihero and drug kingpin Walter White, are liked and trusted less than their real-world counterparts, yet can be effective product endorsers. The research sheds light on a novel and creative marketing tactic. Presented by (Western University) and (UMass-Amherst)

Brand managers that incorporate influencer marketing in their social-media marketing strategies are often at a loss for measuring evaluating an influencer’s effectiveness. This work examines classic KPIs of 180 influencers across five platforms, and identifies critical differences that can help shape partnerships between brands and influencers. Presented by (Flinders University) and (University of South Australia)

* for this event requires opening an account with the ARF at no charge.