While applied advertising research assesses the effectiveness of specific advertising campaigns, most academic research takes a broader, theoretical view of why specific kinds of advertising messages, creative executions, and media platform choices are effective. Each of the topics below is discussed by the authors of five award-winning papers that were presented at the 2021 American Academy of Advertising conference. By clicking on the topic, you can access interviews with the authors of each paper and learn more about the issues that they are investigating.