3. Journal of Advertising Research
1. Published by Advertising Research Foundation(ARF)
2. Since 1960
3. Practitioners & Researchers
4. JAR Doubles Impact Factor in 2011
5. ABS Ratings 2009/2010: 3
(A maximum of 4)
4.
5. Word of Mouth Advocacy:
A New Key to Advertising Effectiveness
Research Story:
Marketers are increasingly focused on social
marketing, encouraging consumers to share content as well as
recommendations, seeking more emphasis on consumer
“expressions”and not just “impressions.”
…But how should expressions be achieved and measured?
The authors argue for a holistic approach.
6. Word of Mouth Advocacy:
A New Key to Advertising Effectiveness
Data: the database of AT&T
Methodology: SEM(Structural Equation Model)
Research Goal: identified which metrics had the most significant
influence on gross additions to the customer base.
Independent Variable: additions to the customer base
Dependent Variable: media, pricing, product innovation, messaging
performance, competitive, and other relevant marketing
factors, environmental factors
7. Word of Mouth Advocacy:
A New Key to Advertising Effectiveness
Findings: the analysis discovered that positive WOM was one of
the most powerful metrics directly influencing AT&T’s sales.
8. Word of Mouth Advocacy:
A New Key to Advertising Effectiveness
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9.
10. The Power of Like: How Brands Reach(and Influence)
Fans Through Social-Media Marketing
Research Story:
Over the past several years, social media have emerged to
redefine the digital media landscape and, in the process, have
changed the way we think about the dissemination of marketing
messages.
…in particular, Facebook has facilitated consumer experiences of
interest to brand marketers.
11. The Power of Like: How Brands Reach(and Influence)
Fans Through Social-Media Marketing
Data: comScore Networks
Methodology: Unified Digital Measurement (Online Shadowing)
Research Goal: Understand the role of friends and fans on
Facebook in three study cases- Bing, Starbucks, Southwest Airlines
12. The Power of Like: How Brands Reach(and Influence)
Fans Through Social-Media Marketing
Findings: 20 statistics graphics
13. The Power of Like: How Brands Reach(and Influence)
Fans Through Social-Media Marketing
14. The Power of Like: How Brands Reach(and Influence)
Fans Through Social-Media Marketing
15.
16. Digital and Social Media in the Purchase
Decision Processes: A Special Report from
Advertising Research Foundation
Research Story:
This study is an excerpt from a larger work that explores changes
in the purchase process for consumer goods
(automobiles, electronics, and groceries) brought about by digital
and social media.
17. Digital and Social Media in the Purchase
Decision Processes: A Special Report from
Advertising Research Foundation
Data & Co-worker:
The Firefly team conducted Webcam, phone, and in-home
interviews/observations with a targeted group of 10 technology-savvy
consumers (ages 30–45), chosen for their forward-leaning usage of digital
and social media.
Communispace proprietary online communities (e.g., card sorting, Digital
Safari, and a questionnaire), 290 community members articipated in the
study (ages 19–60),
18. Digital and Social Media in the Purchase
Decision Processes: A Special Report from
Advertising Research Foundation
Research Framewrok:
19. Digital and Social Media in the Purchase
Decision Processes: A Special Report from
Advertising Research Foundation
Findings:
20. Digital and Social Media in the Purchase
Decision Processes: A Special Report from
Advertising Research Foundation
Findings:
21. Digital and Social Media in the Purchase
Decision Processes: A Special Report from
Advertising Research Foundation
Findings:
22. Digital and Social Media in the Purchase
Decision Processes: A Special Report from
Advertising Research Foundation
Lessons:
Shoppers expect an experience that gives them freedom and
empowerment and makes them feel like an equal player in the
process.
Joy is the predominant emotion expressed online post-purchase.
Consumers want to share the joy of making a great purchase.
The purchase journey varies by product category.
