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Marketing Research Articles Related to the Advertising Industry

Marketing Research Articles Related to the Advertising Industry

Showing items 1-20 of 85.

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House calls help Y&R understand consumers

Published
April 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
New York advertising agency Young and Rubicam believes on-site interviews are one of the best ways to understand the connection between consumer and product, by seeing consumers in their natural environments. While a lot of research is involved, the process gives companies an accurate view of how consumers actually think and feel in their natural environment.

Raisin commercial gets rave reviews

Published
April 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
When Foote Cone & Belding set out to promote raisins for the California Raisin Advisory Board, the company employed clay animation, or Claymation, with huge success. The series of commercials tested very highly in focus groups and ended up appealing to people across the country.

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.

Qualitative ad research: walk like a researcher, think like a creative person

Published
March 1993
Author
Daisy Spier
Abstract
When planning and conducting qualitative advertisement research, researchers need to consider the mindset of the writer and art director assigned to the project in question. This article offers 16 strategies for setting up the qualitative research process to maximize the usefulness of the research to the creative team. Topics include moderator selection, communication between the moderator and the creative team, specific strategies in one-on-one interviews and a range of methodology suggestions.

Trade Talk: The ads were super if the game wasn't

Published
March 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
A look back at the ads during the 1993 Super Bowl, for which average total commercial recall was the highest in history.

Is three a crowd?

Published
March 1994
Author
Bill Buchanan
Abstract
The partnership between a client and its ad agency is widely recognized and talked about. This article addresses research suppliers, discussing why they may be in trouble and advising them to partner with both the client and its ad agency.

Research uncovers keys to creating good advertising for soccer’s World Cup

Published
March 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
Dentsu Corporation of America used Brand Keys, a projective research technique, in the development of ads promoting the 1994 World Cup in America. This challenging campaign had to satisfy 11 company clients and their respective ad agencies.

What is great creative?

Published
March 1994
Author
Paula Kay Pierce
Abstract
Billions of dollars spent on advertising each year go toward campaigns that don’t sell. Great creative isn’t simply aesthetically pleasing or technologically advanced. This article discusses great creative, including the 12 creative hot buttons that recur in the most sales-effective advertising.

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.

When it's time to pitch new business, Ammirati Puris Lintas depends on videoconferenced focus groups

Published
March 1996
Author
Joseph Rydholm, Quirk's Editor
Abstract
Ammirati Puris Lintas uses videoconferencing for qualitative research, particularly to win new accounts. This article discusses how videoconferencing is used and how use of the resource is expanding across the globe.

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.

How researchers can be effective partners in the advertising development process

Published
March 1996
Author
Thomas D. Dupont
Abstract
Researchers can play a proactive, valuable role. This article discusses four ways the researcher can be an active partner in the advertising development process.

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.

Study seeks to determine if a TV viewer's involvement in a program carries over to ads

Published
March 1999
Author
Joseph Rydholm, Quirk's Editor
Abstract
Starcom Media Services used brainwave analysis to measure respondents’ involvement in a TV show and a series of commercials to find out if their engagement in the show carried over to the ads that followed it.

Trade Talk: Study examines ad likability

Published
March 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
In conjunction with the advertising research issue, Quirk's Editor Joseph Rydholm contacted the folks at PhaseOne, a Beverly Hills research firm, for an update on their research into likability in advertising. Rather than edit the material and attach it to one of the ad research-related articles in this issue as a sidebar, it is published here in its entirety.

Trade Talk: Snow or no snow, the show must go on

Published
April 2001
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quirk's Editor Joseph Rydholm reflects on his time at the Advertising Research Foundation’s annual convention in New York.

Testing ads using skin conductance response measurements

Published
March 2002
Author
Jack Shimell
Abstract
For more than 70 years, advertisers and their agencies have been attempting to evaluate the effectiveness of advertising. This article discusses testing ads using skin conductance measurements, including a history of ad testing, measuring unconscious influences, the discovery of unconscious attention, measuring emotion and unconscious processing and adapting skin conductance response (SCR) measurement to time-based advertising. The article includes examples of analytical enhancement from combining SCR measures with questionnaire data.

Survey finds Hispanic ad agencies adapting, changing

Published
April 2006
Authors
Felipe Korzenny and Maria Gracia Inglessis
Abstract
The authors surveyed a number of Hispanic ad agencies to determine their views on the current market, their clients, and the increasing role and power of Hispanic consumers in the U.S. marketplace.

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.

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.

 

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