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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

Villanova, PA, UNITED STATES

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

Biography

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)

2018

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

2017

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

2012

Villanova University Outstanding Faculty Research Award (professional)

2009

Journal of Advertising, Best Paper Award (professional)

2008

Provided Congressional Testimony on Outdoor Advertising (professional)

2003

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 (6)

Millennial Money: 4 must-do's if your order arrives damaged

The Associated Press  

2019-10-01

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.

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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.”

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No, political strife won't hurt Super Bowl advertising

Ad Age  

2018-10-31

"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

2018-02-05

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.

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

Variety  online

2018-01-29

“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

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.”

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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

2016

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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

2016

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

2016

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

2016

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Some Interesting Findings about Super Bowl Advertising International Journal of Advertising

2016

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