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Charles Taylor

Member since January 2018Contact Charles

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

Articles by Charles All articles by Charles

  • 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.

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