Charles R. Taylor, Ph.D. is the John A. Murphy Professor of Marketing at Villanova University. He is Editor-in-Chief of the International Journal of Advertising. He is also a Past-President of the American Academy of Advertising. Dr. Taylor has received the Ivan L. Preston Award for Outstanding Contribution to Research and the Flemming Hansen Award for Outstanding Contribution to Advertising
- World Cup 2018: Brisk Ad Sales, But How Many Americans Will Watch? in
Marketing Insider on
06/25/2018
Fox and Telemundo caught some breaks in ad sales for the 2018 World Cup. Because the NBA finals went only four games, a considerable number of advertising dollars shifted over to the World Cup. Fueled
by buys from official sponsors such as Nike, Adidas, Coca-Cola, and McDonald's as well as Amazon and Google, Telemundo is reporting that it has sold out inventory, and Fox has also reported very
strong ad sales. In the absence of other high-viewership options this time of the year, movie studios and financial services firms have also redirected some money to the World Cup in an attempt to
make a short-term impact.
- What Can Advertisers Expect From The 2018 Winter Olympics? in
Marketing Insider on
02/15/2018
This year's Super Bowl saw ads addressing social issues rise dramatically from an average of just over 6% over the past 10 years to close to a quarter of the ads in this year's game. We can expect a
similar trend in the Olympics. Advertisers are familiar with research showing that millennials like it when brands attach themselves to social causes, but it is possible that if there is a glut of
such messages, many won't stand out.
- Millennials Rank The Worst Super Bowl Ads Of The Past 5 Years in
Marketing Insider on
02/07/2018
Having surpassed the Baby Boomers as the largest age cohort, Millennials are now the generation marketers have been investing heavily in understanding and targeting. But there are also lessons to be
learned in terms of what not to do in ads targeted to Millennials: Here are four ads from the past five Super Bowls that were dismal failures with Millennials.
- What Makes a Super Bowl Commercial 'Millennial Friendly'? in
Marketing Insider on
01/30/2018
Every year, I sit down with my students and ask just that - and opinions often vary. Some prefer emotional tear-jerkers starring the Anheuser- Busch Clydesdales, others favor funny ads, like your
typical Doritos commercial.
- Cross-National CSR Programs Can Be Effective in
Engage:Hispanics on
05/21/2009
Research has found that a focus on the global aspects of the program performed better than a focus on local successes.