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Charles Taylor, PhD - Villanova University. Villanova, PA, US

Charles Taylor, PhD Charles Taylor, PhD

Professor of Marketing and Senior Research Fellow at the Center for Marketing and Consumer Insights | Villanova School of Business | Villanova University


Charles "Ray" Taylor, PhD, is a go-to source on advertising, international marketing, branding and consumer behavior





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Areas of Expertise (11)

Business Black Friday Big Event Advertising Marketing Advertising Market Research Advertising Regulations Marketing Strategy Superbowl Advertising Branding Retailing


Professor Taylor is a prolific scholar and regular media commentator in the fields of advertising, branding and marketing, with a focus on the advertising for major televised events such as the Super Bowl, the Olympics, and the World Cup. He has taught courses in Germany, Korea, Austria, China, and the Czech Republic and has given lectures at many locations throughout the world. Professor Taylor has published more than 100 books, journals, and conference papers. He has consulted with companies including General Motors, Philip Morris USA, and Clear Channel Communications. Professor Taylor currently serves on the Editorial Review Boards of Journal of Public Policy and Marketing, Journal of Advertising, Journal of Consumer Affairs, Journal of Business Research, Psychology and Marketing,Journal of Marketing Communications, and Journal of Current Issues and Research in Advertising.

Education (3)

Michigan State University: PhD

Michigan State University: MBA

University of Michigan: BA

Select Accomplishments (6)

The McDonough Family Faculty Award (professional)


Flemming Hansen Award for Outstanding Lifetime Achievement in Advertising Research (professional)


Ivan L. Preston Award for Outstanding Lifetime Contribution to Advertising Research (professional)


Villanova University Outstanding Faculty Research Award (professional)


Journal of Advertising, Best Paper Award (professional)


Provided Congressional Testimony on Outdoor Advertising (professional)


Affiliations (5)

  • Editor in Chief, International Journal of Advertising
  • American Academy of Advertising (Former President)
  • American Marketing Association
  • Korean Academy of Marketing Science
  • European Academy of Marketing

Select Media Appearances (5)

No, political strife won't hurt Super Bowl advertising

Ad Age  


There's been a lot of prognosticating that the conversation around Colin Kaepernick is making advertisers rethink their Super Bowl strategy. But the reality is, unless we see a massive groundswell of celebrity support (and perhaps even if there is), the Super Bowl will continue to be among the most coveted platform for advertisers. … "If you are just taking an ad in the Super Bowl that doesn't take a political stance, I don't think people watching are going to take issue with that," says Charles R. Taylor, professor of marketing, at Villanova University School of Business.

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Humor, social messages proliferate at a tame Super Bowl

Associated Press  online


That kind of attempt to connect brands to social causes was a big theme of the night. Charles Taylor, a marketing professor at Villanova University, said a fifth of all Super Bowl ads featured causes, compared with just 6 percent last year. Toyota kicked things off by depicting the story of Lauren Woolstencroft, a Paraolympic skier who was born missing her left arm below the elbow as well as both legs below the knees, to promote its Paralympic sponsorship.

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Madison Avenue Hopes Super Bowl Ads Won’t Get Trumped by Politics

Variety  online


“It’s dangerous territory,” says Charles Taylor, a professor of marketing at the Villanova School of Business who regularly studies Super Bowl commercials. Tried-and-true Super Bowl techniques like animals and celebrities are sure-fire ways of gaining success, he says, especially when the Super Bowl will already be politicized by the ongoing debate about NFL players protesting during the national anthem.

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Do human billboards actually bring in customers?

NPR's Marketplace  online


You could hire a human billboard directly, but there are agencies like Aarow Advertising — which has worked with companies like Whole Foods and H&R Block — that’ll supply you with workers. (“All of our spinners are covered with a million-dollar liability insurance, because it’s a crazy world out there,” said Justin Brown, director of training for AArow.)

And companies arguably gain a psychological advantage by hiring somebody.

“As drivers, we’re completely trained to notice other people,” said Charles R. Taylor, a professor of marketing at Villanova University. “And when you put human interaction in marketing, in general it leads to more ability to appeal to people’s empathy and raise emotions.”

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Diversity Is The New Norm In Super Bowl Advertising: Study

Forbes  online


The Super Bowl is a microcosm for observing how marketers are reacting to societal shifts that underscore the need for frequent, realistic, and diverse portrayals of minority groups. With that in mind, I recently asked my students to undertake an assignment in which they assessed diversity in Super Bowl advertising over the past five years.

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Select Academic Articles (5)

Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects Journal of Business Research


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How Much Does an NCAA Basketball Championship Matter: A Call for Research on the Public Relations Impact of Athletic Success International Journal of Advertising


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Advertising for Luxury and Fashion Goods: An Emerging Area International Journal of Advertising


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The Influence of Purchasing Context and Reversibility of Choice on Consumer Responses Toward Personalized Products and Standardized Products Psychological Reports


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Some Interesting Findings about Super Bowl Advertising International Journal of Advertising


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