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.

Contact

Villanova University

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Areas of Expertise

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

Biography

Dr. Charles "Ray" 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.

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

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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

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."

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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."

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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."

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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 Advertising

2025

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A Slap in the Face! Why Artificial Intelligence Should Not Be Used to Price Discriminate Against Loyal Customers

International Journal of Advertising

2025

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Research on Advertising in the Metaverse: A Call to Action

International Journal of Advertising

2022

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