Non-Informational Advertising Informing Consumers: How Advertising Affects Consumers’ Decision-Making in the U.S. Auto Insurance IndustrySep 10, 2019 Yi-Lin Tsai, University of Delaware, and Elisabeth Honka, UCLA, 2019, 19-128
Using nine years' data in the auto insurance industry, researchers investigate advertising effects at each stage of the consumer purchase journey: awareness, consideration, and purchase. Their findings offer important insights on advertising as a strategic tool in financial services.
Trade-offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics across the Purchase FunnelAug 22, 2019 Vilma Todri, Emory University, Anindya Ghose, New York University, and Param Vir Singh, Carnegie Mellon University, 2019, 19-126-08
When do display-ad exposures cross the line from effective to irritating? It depends on where the consumer is in the purchase funnel - the threshold of annoyance for shoppers in the "interest" stage is two times higher than for those in the "awareness" stage.
Poster: Break Through the Clutter and Promote PersuasionApr 15, 2019 Daniella Kupor, Boston University
Daniella Kupor will describe research which finds that framing messages and offerings around the notion of change can enhance persuasion by stimulating a precious cognitive reaction: the curiosity to learn more.
Super Bowl Advertising: What makes for Right Content?Apr 05, 2019 Satya Menon, EVP, Kantar's Analytic Practice, Kantar & Alfredo Troncoso, Vice President, Global Brand & Marketing ROI, Kantar
Based on a recent study conducted by Kantar of the Super Bowl LIII commercials, Satya Menon and Alfredo Troncoso will present the critical elements that make for successful tent-pole advertising and ensures a positive return on investment.
Keyword Selection Strategies in Search Engine Optimization: How Relevant Is Relevance?Mar 4, 2019 Mayank Nagpal and J. Andrew Petersen, Pennsylvania State University , 2019, 19-113-03
SEO managers use simple heuristics to identify appropriate keywords for web content creation, i.e., high search volume and low competition. Based on data from 2,685 search queries, this study offers more-nuanced guidance for keyword selection decisions.
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