ARF Insights: Journal of Advertising Research Assesses 50 Years of Advertising Research with Special Anniversary Issue

A comprehensive assessment of 50 years of advertising research was the subject of a highly anticipated special issue of the Journal of Advertising Research sponsored by Millward Brown which was published March 20 2011 with selected articles available to free download at wwwwarccomjar50sample Tracing the maturation of advertising as an increasingly sophisticated discipline the 50th Anniversary edition included articles by leading scholars and practitioners who survey the seminal thinking that has contributed to the evolution of the marketing professionThe Journalamp8217s 50th Anniversary coincides with the 75th Anniversary of its parent organization and publisher the Advertising Research Foundation ARF The ARF celebrated the two milestones with a comprehensive array of events speakers publications research and insights amp8211 all designed to help marketers make smarter decisions about how to deploy their resources and connect with consumers more effectively in the futureFor the special issue of the Journal its editors invited 40 internationally renowned scholars and industry leaders to author articles identifying the major insights gleaned from thousands of advertising research studies across the entire marketing landscape The resulting editorial content covered 14 key areas of focus These range from research on specific media platforms like print television the Internet and mobile to research on broader marketing issues like globalization crossmedia synergy and usergenerated content to articles that assess the primary research methodologies amp8211 qualitative and quantitative amp8211 as well as the more recent area of online researchAnchoring each contributed article is an excerpt from a seminal paper which the author felt definitively advanced knowledge about the advertising discipline In addition accompanying many papers were commentaries from seasoned marketing professionals who provided practical observations about the impact of research on realworld marketing challengesIn reviewing 50 years of advertising research articles in the Journalamp8217s special issue pointed out important trends for example how print advertising has become more visually focused over time with documented emotional effects beyond the rational cognitive ones A surprising insight about TV advertising recall according to the Journal author who surveyed the field is that it has little connection to sales effectOther articles covered the emergence of the global consumer research findings across 15 years of interactive advertising and early insights from mobile advertising research most of which to date has been conducted in Asia and EuropeFor more information on the Journal of Advertising Researchamp8217s special issue visit the official ARFRethink 2011 Convention website

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

ARF Insights: Journal of Advertising Research Assesses 50 Years of Advertising Research with Special Anniversary Issue

Publish date

Channel

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

ARF Insights: Journal of Advertising Research Assesses 50 Years of Advertising Research with Special Anniversary Issue

Enjoying This Commentary? There's More to Love

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies