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Marketing Research Articles Related to the Advertising Industry

Marketing Research Articles Related to the Advertising Industry

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A review of focus groups for advertising agencies

Published
March 1994
Authors
Lee Slurzberg and Charlotte Rettinger
Abstract
Focus groups have been conducted for advertising agencies for decades. This article presents a reexamination of the tool, discussing why advertising agencies conduct focus groups, the types of groups conducted, appropriate techniques for each type of focus group and designing focus groups.

A taxonomy of digital advertising

Published
March 2012
Authors
Abigail Dufay and Ratna Tandavan
Abstract
This article presents a framework for defining and understanding the many types of digital ads, with the goal of making it easier to measure their effectiveness.

Ad agency uses Web-based qualitative with teens to help develop public-service campaign

Published
May 2009
Authors
Dana Slaughter and Kristin Schwitzer
Abstract
The authors used online qualitative research to test several facets of a proposed public-service campaign aimed at getting teens to stop using the phrase “That’s so gay.” Respondents created and posted photo-journals, evaluated potential celebrity spokespeople, reacted to ad concepts and offered insights on how to motivate teens without coming across as preachy.

Ad research: Get 'em when they're tired?

Published
November 2009
Author
Quirk's Staff
Abstract
Mental fatigue may play a role in an audience's reception of an ad. Exposure to advertising when consumers are tired or worn out can strengthen the confidence consumers have about their attitudes about an advertised brand.

Advertising effectiveness: what it is, what it isn’t and can it be reflected by one number?

Published
March 2011
Author
Adam S. Cook
Abstract
A research analyst chronicles his quest to find a simple and flexible way to measure and define advertising effectiveness.

Advertising research plays an integral role in the success of Fallon McElligott ads

Published
March 1990
Author
Tim Huberty
Abstract
Fallon McElligott advertising agency uses interviews to collect qualitative and quantitative data on its advertising strategies. The research measured the feelings, attitudes and awareness of respondents.

An analysis of multichannel marketing campaign performance

Published
July 2011
Author
Molly Elmore
Abstract
The author explores the effects of frequency on commonly applied awareness and intent metrics for various advertising channels.

Applying facial coding to ad testing

Published
March 2013
Authors
Dan Hill and Aron Levin
Abstract
A look at the results of a study that used facial coding to test the sales effectiveness of automobile ads shown during Super Bowls.

Behavioral economics: what it is and three ways marketers can use it

Published
March 2012
Author
Paul Conner
Abstract
This article defines behavioral economics and suggests three things marketers can do with behavioral economics phenomena to improve sales of their products and services.

Breaking down the barriers to effective advertising

Published
April 2007
Author
Jerry W. Thomas
Abstract
Several barriers stand in the way of effective advertising, from a lack of consistent testing to a tendency to let the competition dictate how to advertise in a product or service category. The author gives nine ways to overcome these barriers, including developing a sound strategy, using the same pre-testing system consistently and striving for continuous improvement.

Bringing researchers and ad agency folks together

Published
June 1996
Author
Denise Lee Yohn
Abstract
Market researchers find working with ad agency staff challenging. This article discusses the origins of the struggle inherent in the relationship and shows by example of Jack in the Box restaurants how the two parties can learn to work together in a more productive, enjoyable relationship.

Can behavioral economics inform the ad research process?

Published
January 2014
Author
Charles Young
Abstract
Charles Young examines what we can learn about measuring ad effectiveness by applying Daniel Kahneman’s System 1 and System 2 theory of cognition.

Cheap and easy: lead-generation in the digital age

Published
October 2011
Author
Paul Kirch
Abstract
The author discusses how to generate leads via various digital means without breaking the bank.

Consumers are like Google: Brand-building and the search for meaning

Published
December 2011
Author
Charles Young
Abstract
For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

Consumers using Facebook pages as the new ad circulars

Published
August 2011
Author
Quirk's Staff
Abstract
Data from Compete shows Facebook gaining ground as a purchase influencer as consumers increasingly turn to brands' official Facebook pages for sales, promotions and information.

Creative testing: "Beat the systems" with four simple rules

Published
March 1996
Author
Tim Huberty
Abstract
Most agencies know that their work is going to be tested. This article discusses testing services, the criteria testing services use in rating ads and building this knowledge into creative development, including using four simple rules to help ads test better.

Dads are a rising consumer force ignored by most brands

Published
February 2013
Author
Jon McNeill
Abstract
No longer relegated to cars and electronics, a Yahoo! study shows that today’s dads are sharing the family CEO role with moms.

Ethnography from the client's perspective

Published
February 2009
Authors
Judith Langer and Jon Last
Abstract
The authors interviewed 26 researchers to explore how they use ethnographic research. Most found the method valuable, but they expressed concerns over cost, timing and the difficulties of getting management buy-in. They also disagreed over who is best suited to lead an ethnographic research project – a moderator, an anthropologist/ethnographer or clients themselves.

Eye tracking, product placement and Lady Gaga: What Bad Romance can teach us about embedded branding

Published
January 2011
Authors
Stefanie Gehrke and Jennifer Knodler
Abstract
Some preliminary conclusions about parameters that lead to product recall can be drawn from an exploratory pilot study using eye-tracking technology to capture attention data over the popular music video Bad Romance by Lady Gaga.

For Super Bowl ad faves, location isn't everything

Published
February 2011
Author
Quirk's Staff
Abstract
Results from The Nielsen Company shed light on what helps a Super Bowl commercial leave a lasting - and favorable - impression.

 

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