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.
Marie Maurer, Institute of Practitioners in Advertising, Silver, Best Dedication to Effectiveness - Unilever (The Simon Broadbent Prize), Best Commercial Effectiveness for Good (President's Prize), IPA Effectiveness Awards, 2016
This case study shows how Dove, a personal care brand, successfully translated a brand purpose campaign in the US into a sales increase.
Edoardo Lozza, Andrea Bonanomi, Cinzia Castiglioni and Claudio A. Bosio, International Journal of Market Research, Vol. 58, No. 5, 2016, pp. 671-692
The present study seeks to analyse the predictive capacity of the Index of Consumer Sentiment (ICS) (a leading index in international market research) in Italy, before and after the global financial crisis.
Jisu Huh, Denise E. DeLorme and Leonard N. Reid, Journal of Advertising Research, Vol. 55, No. 4, 2015, pp. 401-415
Do consumers avoid viewing over-the-counter (OTC) pharmaceutical advertisements? And, if so, why? The authors of the current study tested their proposed “Ad Avoidance Model” by surveying a nationally-representative sample of U.S.
Nam-Hyun Um, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 811-832
This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand.
Rachel Kennedy, John Scriven and Magda Nenycz-Thiel, International Journal of Market Research, Vol. 56, No. 5, 2014, pp. 591-607
Big data is here for some and coming for many. It promises access to new knowledge along with some challenges, but let’s not forget the important lessons of the past to ensure that we are advancing knowledge and making the right decisions from the data we have.
Jisu Huh, Denise E. Delorme, Leonard N. Reid and Junga Kim, Journal of Advertising Research, Vol. 54, No. 3, 2014, pp. 332-345
The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans.
Helen Rose and Professor Gemma Calvert, Admap, September 2014, pp. 28-29
This case study explains neuroscience research by MTV, the entertainment broadcaster, which used neuropsychological implicit association to understand how audiences felt about its brand around the world.