Can ROI be determined for AR-based marketing campaigns? In a recent magazine article, Professor Jennifer Barhorst answers this question with the Association of National Advertisers (ANA) — the advertising industry’s oldest and largest trade organization.
Barhorst’s research focuses on experiential marketing, brand management and MarTech domains. She has published her work in the Journal of Business Research, the Journal of Services Marketing and the Journal of Travel Research. In 2021, she received the Harold and Muriel Berkman Charitable Foundation Research Grant for a project focused on augmented reality.
*Note: ANA members have full access to the story; signed-in nonmembers will have temporary access for a limited period.