Areas of Expertise (11)
Big Event Advertising
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)
Millennial Money: 4 must-do's if your order arrives damaged
The Associated Press
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
“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.”
No, political strife won't hurt Super Bowl advertising
"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.
Humor, social messages proliferate at a tame Super Bowl
Associated Press online
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.
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
“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 (5)
Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effectsJournal of Business Research
How Much Does an NCAA Basketball Championship Matter: A Call for Research on the Public Relations Impact of Athletic SuccessInternational Journal of Advertising
Advertising for Luxury and Fashion Goods: An Emerging AreaInternational Journal of Advertising
The Influence of Purchasing Context and Reversibility of Choice on Consumer Responses Toward Personalized Products and Standardized ProductsPsychological Reports
Some Interesting Findings about Super Bowl AdvertisingInternational Journal of Advertising