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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 (5)

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)

Where (and how) to find the best Labor Day weekend deals

USA Today  online


You have a limited time to shop Labor Day deals, but they aren’t confined to the holiday, says Charles R. Taylor, a marketing professor at Villanova School of Business.

“Online has really put pressure to carry the sales on longer,” Taylor says, noting that last year some online Labor Day deals were available throughout the holiday week. This forced brick-and-mortar stores to follow suit.

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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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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.”

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Super Bowl ads normally avoid politics, but not this year

Associated Press  online


Some thought the ad was a hit. “Kudos to them for making a strong statement,” said O’Keefe. But others, such as Villanova University marketing professor Charles Taylor, thought it didn’t have a clear enough link to the brand and risked coming off as a “purely political statement.”

Budweiser drew some criticism for the immigration theme of its ad, including calls on Twitter to boycott the brewer. That fostered debate — and banter — online, particularly over one hashtag that misspelled the company’s name, #boycottbudwiser.

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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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