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Every day marketers recognize that advertising’s role must go beyond teaching about brands to making certain that advertising is relevant, engaging and works hard to generate brand demand among consumers. Because consumers have become more selective about media, messages, brand dialogue and relationships, marketers are turning to creating greater brand meaning and better brand-consumer relationships in order to increase brand demand.
We know that firms are experimenting with a combination of the traditional paradigm and the new paradigm. Increasingly, companies taking an Engagement approach are achieving greater marketing impact and efficiency. eBay, iPod, Starbucks, Yahoo, ESPN, Jet Blue, Enterprise Rent-A-Car and Red Bull have created strong brand demand and loyalty by doing so.
But little was known beyond the individual cases. So important is Engagement to advertisers, agencies and researchers that the ARF, along with the Association for National Advertisers (ANA) and the American Association of Advertising Agencies (AAAA), formed an overall steering committee to lead the Engagement Initiatives.
ARF Research set out to build a core body of knowledge for members and industry. In 2006 we established a disciplined research program that continues through this day.
ARF started with a core group of four studies concerned with definition, Engagement in practice, and validation: We set out to:
Please contact ARF Knowledge Center at firstname.lastname@example.org.
What We Know About Peer-to-Peer Marketing
June 2014, Vol. 54, No. 2
Since its launch by the ARF in 1960, the Journal of Advertising Research has become one of the seminal journals in the industry. Enjoy this free digital download of the 50th Anniversary issue.
"“The ARF provides a rare opportunity to interact with people on the other spokes of the research wheel; to see how people on the advertising, research vendor and brand level use the same research I do, but differently. This way I can be more in synch with what the industry is doing and that allows me to work more effectively."
Daria Nachman – Director of Marketing Research, ABC National TV Sales