Claudia A. Rademaker, Marla Royne Stafford, and Mikael Andéhn, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 290-304
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 271-289
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
Use of influencer marketing by brands in Asia has spiked since the onset of COVID-19, according to a new report by CastingAsia, which looks at the shifts in strategies for influencer marketing campaigns by businesses in Southeast Asia, Hong Kong, ...
Embracing the language and ideas of resistance is a risky business for brands that are not prepared to follow up with action – doing so requires stepping outside the brand’s vaccum and making sure it is not a one-off.
The Campbell Soup Co., the food manufacturer, is mixing a series of “non-negotiable” principles that apply throughout its operations with brand-specific strategies as it develops purpose-driven efforts.
Procter & Gamble, the consumer-packaged goods manufacturer, is following a holistic roadmap for racial equality as it seeks to enhance diversity within its own four walls and across the media ecosystem.
Companies must “have a voice” and demonstrate they “truly care” about issues like racial injustice in the face of rising tensions in the US, according to Manoj Raghunandanan, global president of Johnson & Johnson’s Self Care unit.
Marketers should double down on efforts to boost diversity and inclusion in the face of the COVID-19 crisis, according to Marc Pritchard, chief brand officer at Procter & Gamble, the FMCG manufacturer.
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.