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More exposure to political TV ads heightens anxiety

We've all seen them: political ads on television that promise doom and gloom if Candidate X is elected, and how all your problems will be solved if you choose Candidate Y. And Candidate Y, of course, approves this message.

Consumers are searching online but not buying. Why?

Online marketers have seen the pattern: 95%-98% of online visitors search for something, but the search never converts into a purchase and they leave the site without buying. For marketers, this results in speculation and ...

What makes some ads more shareable than others?

In one of the more memorable commercials of Super Bowl 2020, rapper Lil Nas X and actor Sam Elliott face off in a dance duel for Cool Ranch Doritos. The cost was arguably worthwhile, considering the millions of times the ...

Emotionally appealing ads may not always help consumer memory

In almost all successful advertising campaigns, an appeal to emotion sparks a call-to-action that motivates viewers to become consumers. But according to research from a University of Illinois Urbana-Champaign expert who ...

Boosting returns on e-commerce retargeting campaigns

Researchers from Nanjing University, Temple University, Fudan University, and Waseda University published a new paper in the Journal of Marketing that examines the double-edged effects of ECR ads on customer purchases.

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