Opinion
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Jenni Romaniuk, January 2021
Two recent Freakonomics podcasts are provocatively titled Does Advertising Actually Work? Ah to be in a simple world where the answer to this question is yes or no. The podcast comes down on the side of mainly no. It showcased speakers reporting on studies that conclude advertising spend, with its weak or non-existent effect on sales, is largely a waste of resources that are better returned to customers or shareholders.
Research Paper
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Frank Findley, Kelly Johnson, Douglas Crang, and David W. Stewart, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 361-369
This article examines the effectiveness of television advertising and changes in television-audience response in the United States since the 1980s.
Article
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WARC Best Practice, November 2020
This article provides marketers with information and guidance about scheduling TV ads.
Article
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WARC Best Practice, October 2020
This article provides marketers with information and guidance about avoiding advertising wearout and decay.
News
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04 June 2020
Television advertisers could benefit from using the “persuasion rating point” as a metric to understand the impact of their commercials, according to a study published by the Journal of Advertising Research (JAR) The analysis was undertaken by Frank
News
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27 March 2020
If you want consumers to recall a brand, leave your static out of home (OOH) ad up for longer, preferably more than 18 months, a new study in Malaysia concludes.
Research Paper
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Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 87-103
The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.
Article
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WARC Best Practice, January 2020
Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.
News
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06 June 2019
Automotive brands that are not currently advertising may be at increased risk of losing market share, according to a study published in the Journal of Advertising Research (JAR).
News
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09 May 2019
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).
News
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21 April 2019
Marketers can make use of cognitive science research to tailor OOH media campaigns to maximise emotional connection with target audiences and boost sales in the long term.
Article
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Jennie Roper and Dr Alistair Goode, WARC Exclusive, March 2019
Media company Kinetic turned to the Mere Exposure Effect to gain a better understanding of how to apply behavioural cognitive science to today’s advertising industry, and made several discoveries.
News
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15 March 2019
Established assumptions about advertising wearout are in doubt following changes in the media ecosystem, a study in the Journal of Advertising Research (JAR) has argued.
News
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14 March 2019
Advertisers considering the optimal reach and frequency for their campaigns need to also think about the cross-platform effects of frequency and carry-over, according to Comscore, which has developed a new metric to take account of these factors.
Research Paper
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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.
News
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07 March 2019
The advertising industry is fighting fires on multiple fronts as it attempts to deal with issues affecting consumer trust while neglecting the one issue over which it has complete control, according to Direct Line’s Mark Evans.
Opinion
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Mark Evans, March 2019
This month, Admap puts the spotlight on Frequency. We asked Mark Evans, Marketing Director, Direct Line Group, for his views on this challenging topic. Fake News. Spam. Ad blockers. Post-truth. Cambridge Analytica. It’s fair to say we are facing an ongoing crisis of trust, and advertising is not far from the eye of the perfect storm.
Article
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Admap, March 2019
A summary of new thinking and best practice on frequency in the age of ad blocking from Admap.
Article
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Sean Pinkney, Admap, March 2019
Explains the results of research by Comscore, which details a sophisticated model to combine recency, frequency and interactive effects on campaigns across digital media.
Article
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ARF Knowledge at Hand, 2018
Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.
Research Paper
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Frank Findley, Douglas Crang and Kelly Johnson, ARF Experiential Learning, Audience Measurement, June 2017
This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.
Research Paper
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Kyung-Ah Byun, Doori Song and Mikyoung Kim, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 207-226
Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.
Research Paper
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Kevin Lehnert, Brian D. Till and Brad D. Carlson, Int. Journal of Advertising, Vol. 32, No. 2, 2013, pp. 211-231
Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads.
Article
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Les Binet and Sarah Carter, Admap, December 2012, pp. 9-9
Clients and agencies have many different reasons for making new work: partly it's self-interest as both can make their names from new work and partly it's a kind of restlessness - they tire of their own ads long before the public does.
Article
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Millward Brown Knowledge Points, February 2012
This Knowledge Point article looks at advertising wear-out. Broadly speaking, the response generated by a TV ad doesn't change much over time.
