WASHINGTON DC: American consumers greatly prefer TV ads over any other channel and this is because TV ads are regarded as entertaining while they also combine video and audio elements, a new survey has found.
NEW YORK: The frequency of using a particular type of media seemingly increases consumers’ trust in advertising through that channel, according to new research published in the Journal of Advertising Research (JAR).
Kristin Hickey, ESOMAR, Congress, 2017
This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.
SHANGHAI: Chinese consumers are more interested in targeted and personalised ads than their Western counterparts, according to new research – and most think advertisers are doing a better job at reaching them than previously.
SINGAPORE: Postr is a New Zealand start-up whose app gives rewards to users in exchange for their Android devices hosting banner ads, and the company's founder and CEO hopes the concept will make people love advertising again.
NEW YORK: Brands can help mitigate the impact of "commercial zapping" – where viewers skip ads during TV shows they've recorded – by using more considered approaches to scheduling and creativity, according to a paper published in the ...
Kathrynn Pounders and Amanda Mabry-Flynn, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 426-440
Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.
Sam Clough, WARC Best Practice, July 2016
This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.