Advertising creative is widely accepted as critical to advertising success. However,
generalizations of what works in applied settings across different conditions are few. The present …

Because of various financial reasons, or a change in strategic focus, sometimes brands stop
broad-reach media advertising for a year or longer. These long dark periods have not been …

This paper compares the buying behaviours of older and younger consumers of older and
newer brands in grocery retailing. We analysed 88,000 purchases of 60 brands from six …

Advertisements vary enormously in their sales effectiveness, so choosing the more effective
advertisements to air is an important marketing task. Such decisions are often made …

Attracting attention is a common goal for advertisers, but there is limited knowledge about
how best to measure attention. Measuring attention to advertising is a complex task because …

Purpose Dynamic advertising, including television and online video ads, demands new theory
and tools developed to understand attention to moving stimuli. The purpose of this study …

Advertising research has largely neglected to evaluate the relative effectiveness of the
different forms of branding devices available to advertisers. Branding can be direct, through …

Over the past decade, political advertising via social media has grown rapidly, spurred by
microtargeting, which looks to deliver specific messages to tightly defined audiences. …

Purpose This paper aims to investigate the relative influence of advertising and word of
mouth (WOM) for new season TV programmes, both new and returning. Design/methodology/…

… In this paper, we apply the MDA paradigm to data from Hartnett, Kennedy, et al. (2016),
which coded 158 creative variables for 312 television advertisements with commercially …