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Marketing Research Articles Related to Advertising Claim Substantiation

Marketing Research Articles Related to Advertising Claim Substantiation

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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 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.

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.

Brand positioning to multiple markets - change the message, not the mission

Published
June 2011
Author
Dennis Crowley
Abstract
One brand consultant weighs in on why companies should avoid creating different product positions for each target consumer group.

But how do you really feel? An approach to measuring consumer emotions

Published
October 2011
Authors
Ed Chao and Julie Wittes Schlack
Abstract
The authors explain a new methodology for eliciting and applying emotional responses to stimuli to optimize new products and messaging.

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.

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.

Health-conscious consumers trust Subway's five-dollar foot-long

Published
February 2010
Author
Quirk's Staff
Abstract
True-life tales in marketing research.

How market research can defend false-advertising claims

Published
November 2009
Author
Joel Zeiler
Abstract
Marketing research can play a major role in resolving false-advertising claims. Here are some tips on how to get the most out of litigation research and how to make timely, objective research your best ally.

How online observational techniques help qualitative researchers keep pace with the speed of consumers

Published
February 2010
Author
Matt Schroder
Abstract
Honda (UK) used Web-based usability and ethnography techniques to fine-tune the interface of its Web site’s used-car-buying section, allowing it to make a number of adjustments and better understand car seekers’ preferences.

How research can help keep marketing claims in compliance

Published
January 2013
Author
Bruce Isaacson
Abstract
Using a fictional cake mix as an example, the author outlines best research practices in claim substantiation.

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.

In Case You Missed It... August 2009

Published
August 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Grape Nuts' quest to stay relevant; methods for coping with the recession; chatter tool harnesses WOM buzz

In Case You Missed It... December 2009

Published
December 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Vegemite's name flop; the click-through measurement; Asda's consumer panel

In Case You Missed It... June 2010

Published
June 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: anti-drinking advertising can backfire; Florida law enforcement using focus groups to solve cold cases; writing hotel reviews

In Case You Missed It... November 2009

Published
November 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: men's underwear and the economy; free shipping offers and holiday shopping; Tokyo marketing cafe for young, affluent women

Research shows the power of telling a good story when creating advertising aimed at kids

Published
February 2010
Author
Charles Young
Abstract
Marketing to kids requires the ability to harness the power of pictures, the author argues. Teaching adult marketers how to look at a brand and view a commercial as a child does is the most valuable contribution researchers can make to the creative development process.

Researchers chart the road ahead for the auto industry

Published
October 2009
Author
Emily Goon, Quirk's Content Editor
Abstract
Three auto industry research experts delve into the damage done to domestics, why some manufacturers were hit worse than others and what ‘value’ will look like on showroom floors in upcoming years.

What Casablanca can teach us about conducting more effective ad research

Published
April 2010
Authors
Charles Young and Amy Shea
Abstract
By analyzing the emotional beats of a pivotal scene from Casablanca, the author explores how a similar approach to ad testing can help researchers improve their relationships with advertising creatives.