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Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Case Study

The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.

Case Study

The Ad Council, an American nonprofit organization, created an ad that was a real-time prediabetes test in order to raise awareness of the condition in the US.

Opinion

Ken Auletta’s new  book about the challenges facing the advertising industry was published this week.

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

News

DETROIT: American consumers are far more satisfied with streaming services, such as Netflix and Amazon Prime Video, than they are with traditional cable and satellite TV providers, a new survey has revealed.

Case Study

Gatorade, a manufacturer of sports-themed beverage and food products, launched the Jimmie Johnson Gatorade Dunk campaign in the US.

News

LANFORD, ILL: The ratings success of Roseanne, the blue-collar sitcom starting Roseanne Barr revived after 20 years, is partly due to a decision to stick with broadcast television which has ensured the greatest possible reach.

Case Study

P&G, a multi-national consumer goods corporation, launched its My Black is Beautiful (MBIB) community-building program in the US by creating a short film that highlights conversations that black parents have to have with their children about bias.

Opinion

Some of the biggest sporting events in the world are losing traditional TV viewers. Ahead of this summer’s World Cup, brands are having to think differently when it comes to sports marketing, says Joe Weston, Director of We Are Social Sport.

Article

Marketing researchers must be willing to take more risks as they look to cement their place in a rapidly-changing ecosystem.

Opinion

An agency's sudden bankruptcy 46 years ago set off a chain of disruption that completely overturned the media protocol.

Case Study

P&G, a multi-national consumer goods corporation, relaunched its My Black is Beautiful (MBIB) community-building program by creating a short film that highlights conversations that black parents have to have with their children about bias.

Opinion

The Super Bowl is one of the most expensive places to advertise, giving brands access to an experience shared across America.

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

News

NEW YORK: Facebook’s fledgling Watch video platform is expected to show clips from the “Late Late Show with James Corden” later today, having secured a deal with CBS, which usually distributes clips on YouTube and its own online ...

Article

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.

Article

This paper explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

News

NEW YORK: Despite younger consumers moving away from traditional sports broadcasting, and tech giants edging in on broadcasters’ traditional territory, sports rights will only continue to grow.

Case Study

Pizza Hut, a US pizza delivery company, used a strategic partnership with the National Collegiate Athletic Association and a specially created sneaker to reposition itself as the 'easy' pizza option.

Case Study

Ancestry, a heritage family tree site, launched a branding campaign in the US aimed to drive conversion to their site.

Article

This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

News

NEW YORK: Tobacco giants Altria and BAT are to spend millions of dollars over the next year on self-critical advertising on broadcast television networks and in leading newspapers as part of a legal settlement of a case brought almost 20 years ago.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.