Charles Taylor, PhD
John A. Murphy Endowed Chair Professor of Marketing; Senior Research Fellow at the Center for Marketing and Consumer Insights | Villanova School of Business Villanova University
- Villanova PA
Charles "Ray" Taylor, PhD, is a go-to source on advertising, international marketing, branding and consumer behavior.
Media
Social
Areas of Expertise
Biography
Dr. 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.
Dr. 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
Michigan State University
PhD
Michigan State University
MBA
University of Michigan
BA
Select Accomplishments
The McDonough Family Faculty Award
2018
Flemming Hansen Award for Outstanding Lifetime Achievement in Advertising Research
2017
Ivan L. Preston Award for Outstanding Lifetime Contribution to Advertising Research
2012
Villanova University Outstanding Faculty Research Award
2009
Journal of Advertising, Best Paper Award
2008
Provided Congressional Testimony on Outdoor Advertising
2003
Links
Affiliations
- 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
This Year's Super Bowl Commercials Feature AI, Weight-Loss Drugs and Celebrities Galore
Associated Press
2026-02-06
As Super Bowl Sunday approaches, the battle off the field for advertisers to win over 120 million-plus viewers will be just as heated as the rivalry between the New England Patriots and Seattle Seahawks... Villanova University marketing professor Charles Taylor said because of the heavy headlines in the news lately—from the immigration enforcement surge in Minnesota to conflicts abroad—he expects advertisers to stick to a light and silly tone.
Super Bowl 2026 Ads: Highlights and Trends to Watch
Newsday
2026-02-04
"Team Has Arrived" is about Cadillac's new F1 team, starring drivers Sergio Pérez and Valtteri Bottas. In this fast-cut, there's the faintest hint of the underdog, with the promise of big patriotic things to come... "A single Super Bowl ad isn't as likely to drive short-term sales, based on how much an automobile costs," said Charles Taylor, professor of marketing at the Villanova School of Business and co-author of "Winning the Advertising Game: Lessons from the Super Bowl Ad Champions." But with this ad, "they're playing into the idea that they're not only a prestige brand, but high tech as well."
How the Super Bowl and Olympics Let Brands Capture Cultural Moments
Forbes
2026-01-24
"For many well-known brands with strong attribute associations and high equity, reach still matters—and the cost of microtargeting can be offset by the ability to be seen by a large number of consumers. For these brands, mega-events such as the Super Bowl and the Winter Olympics offer considerable opportunity not only because of their reach, but also because they can link themselves to critical cultural moments."
Instagram Focuses on Inspiring Creators "Anyway" Possible
Forbes
2025-06-13
"Instagram's campaign is consistent with the brand's positioning, and by emphasizing the ability to be creative and have fun while overcoming nervousness in posting creative content plays directly into the brand's strengths. Moreover, the use of well-known personalities who grew their fan base on Instagram plays into the authenticity of the campaign, which looks destined to resonate with the brand's users."
How Artificial Intelligence Is Changing Creative Testing of Ads
Forbes
2025-03-31
"The evolution of advertising over the past 20 years has been nothing short of remarkable. It was not until 2005 that digital advertising became recognized as a legitimate advertising medium. According to e-marketer, as of 2024, digital advertising expenditures accounted for more than 75% of global advertising revenue, with streaming and digital video (e.g., podcasts, display video) accounting for a substantial portion of the increase. With such rapid evolution, changes in how advertising creative is tested are needed."
Heartland, Nostalgia and AI: Super Bowl Advertisers Mine America's Past and Future
Reuters
2025-02-09
Anheuser-Busch InBev brought back its iconic workhorse Clydesdales for a Super Bowl ad that the brewing company says celebrates the "grit and determination" of the American spirit... "We're definitely seeing Budweiser play it safe this year," said Charles R. Taylor, a marketing professor at Villanova's School of Business and author of a book about Super Bowl ads. "Everybody loves the Clydesdales."
Super Bowl Commercials Rely on Comedy and Nostalgia to Avoid Potential Missteps
Associated Press
2025-02-09
This year's Super Bowl commercials went for easy laughs and nostalgia, largely steering clear of controversy and leaving the surprises on the football field, where the Philadelphia Eagles dominated the Kansas City Chiefs... Charles Taylor, a marketing professor at Villanova University's School of Business, noticed more gross-out humor than usual... Taylor said the ads do get attention, but the yuck-factor could backfire.
Radical Jaguar Rebrand and New Logo Sparks Ire Online
Forbes
2024-11-20
A promotional video for a rebrand of British luxury car brand Jaguar is being criticized online for showing models in brightly colored outfits—and no car... Charles Taylor, marketing professor at the Villanova School of Business in Villanova, Pennsylvania, said the promotional video strikes the wrong tone for potential buyers, and said the company is making a mistake by not using the brand's heritage as an elegant British high-performance sports car in its marketing.
Tupperware (the Brand) May Fail. Tupperware (the Word) Will Survive.
The New York Times
2024-09-19
In marketing parlance, a phenomenon that is likely to have played at least a small role in Tupperware's demise is known as genericization, which is when a brand name becomes so well known that it supplants the product itself... "The big, savvy companies know how to protect themselves," said Charles R. Taylor, a professor of marketing and business law at Villanova University's School of Business.
Misleading Ads Part of Schemes to Gin Up Unauthorized ACA Sign-Ups, Lawsuit Alleges
NPR
2024-07-22
Ads are now under scrutiny for the role they may play in helping rogue insurance agents and companies sign up tens of thousands of consumers for Affordable Care Act coverage—or switch them from their existing ACA plans—without their express permission... "This clearly crosses the line to deception," said Charles R. Taylor, a professor of marketing at Villanova University. "It is a form of bait and switch, by leading people to think they are going to get cash payments."
$7 Million for 30 Seconds? To Advertisers, the Super Bowl Is Worth It.
The New York Times
2024-02-06
For the second consecutive year, the average cost of a 30-second ad spot during the Super Bowl was $7 million... The reason is simple: There is no opportunity guaranteed to reach more people than the Super Bowl, and the slice of every other pie keeps shrinking. "It's a throwback in terms of reaching everyone all at once," said Charles Taylor, a professor of marketing at the Villanova School of Business.
Brands Could Flock to Nassib After Historic Coming Out Announcement
Reuters
2021-06-23
Brands that seek to work with Nassib should take care to ensure they are not exploiting the athlete's story... It helps that Nassib is an established NFL player who signed a three-year contract with the Raiders last year. That increased the likelihood that "his inclusion (in an ad) will likely be perceived as sincere and not just a matter of tokenism," said Charles Taylor, a marketing professor at Villanova School of Business.
Millennial Money: Four Must-Do's if Your Order Arrives Damaged
Associated Press
2019-10-01
Once you get on the phone with a retailer—or hop into a chat with an online representative—clearly articulate how you’d like the problem resolved... If the seller isn't willing to work with you on a legitimate issue, tell them you will report them to the Better Business Bureau, recommends Charles R. Taylor, a marketing professor at Villanova School of Business.
Super Bowl Commercials 2019: Brands Play It Safe and Look to the Future
The New York Times
2019-02-03
"It seems like there's an awful lot of humor and light appeals, and that for advertisers it's somewhat of a play-it-safe year," said Charles R. Taylor, a professor of marketing at the Villanova University School of Business. "We're not hearing about anything crossing over in politics."
Do Human Billboards Actually Bring in Customers?
APM's Marketplace
2017-08-25
"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."
Select Academic Articles
What Do Motives for Quiet Luxury Consumption Tell Us About Intrinsic vs. Extrinic Motivation for Consumer Behavior in General?
International Journal of Advertising2025
A Slap in the Face! Why Artificial Intelligence Should Not Be Used to Price Discriminate Against Loyal Customers
International Journal of Advertising2025
Research on Advertising in the Metaverse: A Call to Action
International Journal of Advertising2022
The Urgent Need for More Research on Influencer Marketing
International Journal of Advertising2020
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 Research2016
How Much Does an NCAA Basketball Championship Matter: A Call for Research on the Public Relations Impact of Athletic Success
International Journal of Advertising2016
Advertising for Luxury and Fashion Goods: An Emerging Area
International Journal of Advertising2016
Some Interesting Findings About Super Bowl Advertising
International Journal of Advertising2016
