Prof. Charles Taylor (Villanova University)
Datum: 3. Mai 2023
Zeit: 16:00 - 17:30
Ort: Kaulbachstr. 45, Raum E006
Titel: Hot Issues in Advertising Research
Abstract:
This presentation will outline several advertising and communications topics that are currently in need of more academic research. One general area covered has to do with impacts of digital technologies and new developments such as the use of artificial intelligence in advertising along with the growing important of influencer marketing, electronic word-of-mouth, and computational approaches . Effective targeting practices and the trade-off with consumer privacy concerns and the potential impact on vulnerable populations. Economic and social effects of advertising are another area explored, including calling for more research on advertising related to social responsibility such as diversity and inclusion, environmental or “green advertising, and labeling issues, among other areas. Emerging advertising/promotional formats including NFTs and podcasts are also explore, among other topic.