Nicholas Burton and Simon Chadwick, Journal of Advertising Research, Digital First, March 2017
Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.
NEW YORK: Combining product placement with a commercial run during the same TV show may have "beneficial synergies" for brands, according to a study published in the Journal of Advertising Research (JAR).
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.
Josefa D. Martín-Santana, Pedro Reinares-Lara and Eva Reinares-Lara, Journal of Advertising Research, Vol. 56, No. 3, 2016, pp. 274-288
The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.
Paolo Gaudiano, Paul Dolan, Spencer Gerrol, Ryan McGarry, ARF Experiential Learning, Audience Measurement, June 2016
This paper explores the problem of noticeable ads crossing over into annoying ads with the findings of a neuromarketing experiment, measuring the level of attention and the emotional response of subjects exposed to ads.
Myriam Martinez-Fiestas, Maria Isabel Viedma del Jesus, Juan Sanchez-Fernandez and Francisco Montoro-Rios, Journal of Advertising Research, Vol. 55, No. 2, 2015, pp. 192-205
How does the consumer emotionally process and react to messaging intended to prompt responsible behavior toward the environment? This study provided a psychophysiological method to analyze how certain combinations of elements in an advertisement generate different types of response.
Lia Zarantonello, Bernd H. Schmitt and Kamel Jedidi, Journal of Advertising Research, Vol. 54, No. 4, 2014, pp. 420-434
This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development.
Hyun Hee Park, Jai Kwan Park and Jung Ok Jeon, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 767-784
This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers' attitudes toward TV advertising based on their involvement.
Nora J. Rifon, Elizabeth Taylor Quilliam, Hye-Jin Paek, Lorraine J. Weatherspoon, Soo-Kyong Kim and Karen C. Smreker, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 475-508
Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.
Kwang Yeun Chun, Ji Hee Song, Candice R. Hollenbeck and Jong-Ho Lee, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 351-371
The internet environment has changed the format of internet advertising. One emerging form of online marketing communication is ‘contextual advertising’, in which marketers strive to develop customised images or texts more relevant to customers based on the content of web pages.
Geoffrey Precourt, Event Reports, ARF Re:Think, March 2014
This event report discusses two rounds of neuroscience research conducted by the Advertising Research Foundation, which have together provided deeper insights into the way that advertising works - including the role of emotion as a driver of attention and memory.