Case Study Advertising Research Foundation

The mission of the Journal of Advertising Research (JAR) is to act as the research and development vehicle for professionals in all areas of marketing including media, research, advertising and communications. Published by WARC for the ARF, the JAR provides a forum for sharing findings, applications, new technologies and methodologies, and avenues of solution. Its primary audience is academics, as well as the practitioner at all levels of practice.

The Advertising Research Foundation began publishing the Journal of Advertising Research in 1960, and since its inception it has become one of the seminal journals in the industry. The JAR encourages dialogue between practitioners and academics to expand the scientific body of knowledge about all facets of marketing and advertising research, and to facilitate translation of that knowledge to support the ARF’s mission of ‘effective business through research and insights’.

The Journal is read by practitioners in the field of advertising and marketing research, and students and faculty members at more than 5,000 universities in 127 countries. It is available to ARF members, JAR Editorial Board members, and direct subscribers.

The Journal is also available to subscribers of, which include the world's largest advertising and media agencies, research companies, universities and advertisers.


About the ARF

The Advertising Research Foundation (The ARF) is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 400 advertisers, advertising agencies, research firms, media companies, educational institutions, and international organizations.

In 2016 The ARF will be celebrating 80 years of objective, original, and curated research. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, The ARF works with its members to create dynamic solutions that build marketing and advertising effectiveness and drive growth. This collaboration yields meaningful, actionable, and indispensable insights that empower The ARF network to have a lasting impact on member organizations and the industry at large.


About WARC

The JAR is published quarterly for the ARF by WARC. is an online service offering advertising best practice, evidence and insights from the world's leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness.

WARC's clients include the world's largest advertising and media agencies, research companies, universities and advertisers.

In addition to its own content, WARC features advertising case studies and best practices from more than 50 respected industry sources, including: The Advertising Research Foundation, Cannes Lions, Effie Worldwide, Association of National Advertisers, ESOMAR, 4A's, The IPA and DMA.

WARC also publishes other leading journals including Admap, Market Leader and the International Journal of Market Research.


Consumers, Heroes, and the Trends That Will Impact Advertising in 2016

Ford Motor Company and advertising agency Ogilvy reveal the “10 Behavioral Trends Guiding Advertising in 2016,” in this Media Post article by Laurie Sullivan. Despite an underlying sense of disillusionment, consumers are willing to embrace heroes, including fictional characters. Sheryl Connelly, Ford’s Global Consumer Trends and Futuring Manager, analyzes additional trends in this article and provides a link to the full study.  TAG: behavioral trends.  See more . . . Source:

Five Seconds and Counting

Marketers have five seconds to catch the attention of consumers with mobile video advertising according to Gal Borenstein, founder and CEO of the Borenstein Group.  He analyzes the “10 Digital Branding and Marketing Trends to Watch For in 2016” in this Ragan Communications article.  View the infographic and the additional nine trends that will impact your digital branding and marketing in 2016.  TAG: mobile video advertising.  See more . . . Source:

Consumers Can Be Motivated Not to Block Ads

Lolly Mason, writing for iMEDIA CONNECTION, believes that publishers and advertisers will reevaluate their digital advertising in 2016 and provide a more positive advertising experience for consumers.  Mason’s article, “The Year We Say Goodbye to Bad Ads?” discusses how fewer, more creative ads, and ads that are less intrusive and more relevant will provide publishers and advertisers with the tools to fight back against ad blocking by consumers. TAG: ad blocking.  See more . . . Source:

Email Will Remain the ROI Champion

Data analytics, segmentation, and personalization will increase email’s effectiveness in 2016.  Read how social media presents an opportunity for greater personalization of email in this Direct Marketing News article by Al Urbanski, “In 2016, All Roads Will Lead to Email.” TAG: email marketing.  See more . . . Source:

How Do Consumers Think in a Digital World?

The goal of the authors in this December 2015 Journal of Advertising Research article  was to replicate the most-cited study in advertising research, the elaboration likelihood model (ELM), to see if this model would reflect how consumers think in the digital world.

The authors are Gayle Kerr, Queensland University of Technology; Don E. Schultz, Northwestern University; Philip J. Kitchen, ESC Rennes School of Business; Frank J. Mulhern, Northwestern University, and Park Beede, Higher Colleges of Technology.

The authors conclude in this article, “Does Traditional Advertising Theory Apply to the Digital World?  A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model,” that the results of the 1983 study could not be replicated today in any of the three countries in which the current study was conducted.  They suggest that advertising scholars need to examine the assumptions and foundations of “advertising theory.” TAGS: elaboration likelihood model, replication of research.  See more . . . Source:


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