Judy Ma and Brian Du, Journal of Advertising Research, Digital First, January 2018
As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).
Jooseop Lim and Tieshan Li, Journal of Advertising Research, Digital First, October 2017
This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.
Nicola Barrett and Robert Ellis, ESOMAR, Congress, 2017
This paper explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.
Cristel Antonia Russell, Dale Russell, Andrea Morales and Jean-Marc Lehu, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 38-52
These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.
Hugh Burkitt, Market Leader, Quarter 1, 2017, pp. 25-27
This article offers seven industry insights into marketing including that leadership skills must be learned ant that it is equally important to be aware that the product is at the heart of most marketing successes.
Davit Davtyan, Kristin Stewart and Isabella Cunningham, Journal of Advertising Research, Vol. 56, No. 3, 2016, pp. 299-310
Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.
Abas Mirzaei, David Gray, Chris Baumann and Lester W. Johnson, Journal of Advertising Research, Vol. 56, No. 2, 2016, pp. 169-182
Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.
This article argues that established principles of marketing science still apply to new channels of communication and that embracing them in the planning process can make social marketing campaigns more effective.
LONDON: Marketers play an important role in how consumers view a brand and so in building brand equity, but the concept begins internally with how management treats its employees and the experiences they have.