Areas of Expertise (11)
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.
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)
- 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 (6)
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.
Game plan for Super Bowl commercials: Avoid politics
Ratings for National Football League games dropped nearly 10 percent during the regular season. Media experts said protests over racial inequality drove some viewers away. TV broadcasters showed players kneeling or locking arms during pre-game presentations of “The Star-Spangled Banner,” prompting President Donald Trump to call them unpatriotic.
Super Bowl advertisers are likely to avoid the topic altogether, said Charles R. Taylor, marketing professor at the Villanova School of Business. His research has found that 49 percent of Super Bowl commercials during the past decade used humor, which he expects to continue.
“The country is just so divided that, for a mass marketer, I think it’s really a mistake to make any type of political statement,” Taylor said. “In the long run, you don’t make up for the people you alienate.”
Madison Avenue Hopes Super Bowl Ads Won’t Get Trumped by Politics
“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.
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.”
O’Reilly’s departure creates new challenges for Fox
Associated Press online
Fox might also have found it financially risky let O’Reilly remain. Otherwise, the network risked developing “a reputation as unfriendly to women, potentially turning off a lot of people,” said Charles Taylor, a marketing professor at Villanova University. Advertisers may have been reluctant to return if there were continuing harassment complaints. It could also have alienated employees.
And 21st Century Fox is much bigger than O’Reilly, Fox News and its aging, conservative audience. It’s home to movie and TV studios; a slew of sports and other cable channels; and the Fox broadcast network and shows like “The Simpsons,” ″Family Guy,” and its latest hit, “Empire.”
Diversity Is The New Norm In Super Bowl Advertising: Study
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.
Select Academic Articles (5)