Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
Gianluigi Guido, Marco Pichierri, Giovanni Pino, and Rajan Nataraajan, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 219-231
This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.
Quick-service restaurant chains may be able to fuel purchase intent by tapping “physiological appeals” based on sensory or behavioural imagery in their TV ads, a study published by the Journal of Advertising Research (JAR) has found.
Television spots may have a “variable advertisement shelf life” among DVR audiences depending on the genre of content they appear in, according to a study published in the Journal of Advertising Research (JAR).
Marketers should consider the media context in which their ads appear when seeking to get their messages remembered, drive brand recognition and recall, and launch new products, according to a paper in the Journal of Advertising Research (JAR).
Fiona Blades, Doug Pulick and Sarah Barasch, WARC Webinars, March 2019
Fiona Blades, president and chief experience officer at MESH Experience, Doug Pulick, SVP of research at National CineMedia and Sarah Barasch, SVP of insights and measurement at Screenvision Media, analyse how cinema compares to all other touchpoints.
Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 99-128
Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.
Bob Kent, Buffy N. Mosley, and David A. Schweidel, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 73-84
Time-shifted television can time-shift advertising. This study explores the frequency and timing of digital video recorder (DVR) advertising views in a sample of 2015–2016 drama, reality, and sports programs.
Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39
This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
Exploring shoppable mobile video ads and how consumers in the US interacted with them, focusing on video-based interactive ads in a mobile web environment with the goal of understanding what initial calls to action work best.
Biometric methods like eye tracking and skin conductance are a powerful resource for measuring the attention received by television advertising, according to a new study in the Journal of Advertising Research (JAR).
Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
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