MSI Webinar: Ad-vancing Diversity: Evaluating the Impact of Diversity in TV Advertising on Consumer Purchase Intention
This study presents a longitudinal view of racial diversity in TV advertising, illustrating varying strategies among brands in response to evolving social norms and expectations on racial diversity. It highlights how societal events catalyze changes in advertising practices, influencing the representation of Black actors in TV ads. We also provide an empirical analysis of how racial diversity in TV ads affects consumer purchase intentions. The results shows a shift in consumer behavior before and after high-profile social incidents like George Floyd’s murder, emphasizing the need for a nuanced understanding of diversity in advertising.
Koen Pauwels is Distinguished Professor of Marketing at Northeastern University, Boston and co-director of its Digital, Analytics, Technology and Automation (DATA) Initiative. Pauwels is the Senior Editor for the Journal of Marketing and the International Journal of Research in Marketing, President-Elect of the Academic Council of the American Marketing Association, and Vice President of Practice at the INFORMS Association for Marketing Science. He serves on the House of Marketing’s Board and on the Editorial Boards of Journal of Retailing and Journal of Interactive Marketing. Pauwels started the annual Marketing Dynamics conference (2004) to bring together researchers fascinated by dynamic problems in marketing. Pauwels consulted large and small companies across three continents, including Amazon, Heinz, Kayak, Kraft, Marks & Spencer, Microsoft, Nissan, Sony, Tetrapak and Unilever. Typical projects include evaluating and improving marketing effectiveness, designing and interpreting field experiments, combining attribution with marketing mix modeling, integrating online with offline marketing and metrics, increasing long-term brand equity and assessing and renovating business models. He regularly blogs and tweets on return on marketing investment as @profpauwels.
Pricing & Registration
June 4, 2023 | 12:00 pm - 12:30 pm ET
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