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Marketing Research Articles Related to Advertising Effectiveness

Marketing Research Articles Related to Advertising Effectiveness

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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.

Radio tracking study places spots more effectively

Published
August 1987
Author
Quirk's Staff
Abstract
Radio advertising can be an extremely effective marketing tool, especially when selling to farmers. By analyzing tracking studies, Ted Haller can create the perfect fit between advertisers and radio stations to optimize the effectiveness of radio advertisements.

Stroh's Hispanic research 'Is Spoken Here'

Published
May 1987
Author
Quirk's Staff
Abstract
Beer company Stroh's tested three Spanish-language television ads to tap into the Hispanic marketplace. Telephone surveys were used with Spanish-speaking interviewers to achieve the best results.

The strategic value of business advertising research

Published
April 1988
Author
Quirk's Staff
Abstract
The authors draw from a survey of ad research professionals to examine trends in business advertising research, including methods used, benefits received and problems encountered.

Tracking study shows pork ads effective

Published
April 1988
Author
Quirk's Staff
Abstract
The National Pork Producers Council has gone "hog wild" with excitement over the research findings of its 1987 national television advertising campaign, "Pork. The Other White Meat." A series of telephone surveys have shown that the advertisements have been extremely effective in increasing consumer knowledge and positive associations with pork.

Company's recognition up 64% following advertising campaign

Published
February 1988
Author
Quirk's Staff
Abstract
Effective advertising can make a huge difference in terms of brand recognition. Two direct mail surveys found that advertisements in Aviation Week & Space Technology increased brand recognition among subscribers by 64%.

Research supports United Way's decision to use paid advertising for the first time

Published
June 1990
Author
Quirk's Staff
Abstract
United Way of Minneapolis conducted phone interviews before and after a paid advertising campaign to see if the advertising campaign was worthwhile.

Focus groups tell California-based mountain bike maker its ad campaign is a winner

Published
March 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
To develop a new advertising strategy to apply to market its mountain bikes. Specialized Bicycle Components Inc. conducted one-on-one interviews with employees about what they thought about mountain bike advertising in the industry magazines It then used focus groups with current and prospective riders to determine their psychological makeup and test its new marketing brochure.

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.

Reports assess effectiveness of business publication advertising

Published
March 1990
Author
Quirk's Staff
Abstract
Cahners Research surveyed recipients of Cahners Advertising Research Reports (CARR) to analyze the effectiveness of business publication advertising. It analyzed the data to determine how various advertising strategies affected the “Remember Seeing” scores. Such strategies included using various sized ads or cover placement, using inserts, offering coupons and including or excluding price.

Research and marketing breathe new life into a mature product

Published
April 1991
Author
Quirk's Staff
Abstract
Indiana Bell used focus groups of small business representatives to determine an appropriate advertising strategy for its Centrex product. The company then tested three different marketing approaches in three different markets and then measured the associated response rates in the markets as well as consumer attitudes pre- and post-marketing via survey research.

Research and a strong marketing campaign keep Copper Mountain's business hot

Published
March 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Copper Mountain conducted one-on-one interviews with skiers on a chairlift ride to solicit impressions of service areas, to find out about skiing preferences, and to determine awareness of advertising. To delve deeper into perceptions of Copper Mountain and other ski areas and test a potential marketing campaign, it also held focus groups with a number of skiers who had taken the lift survey.

Data Use: Optimizing the advertising message for Second City Bus Service

Published
March 1991
Author
Robert Roy
Abstract
This article is a sequel to the author’s October, 1990 Data Use article, "Conjoint evolves into discrete choice modeling," which told the story of Ed Goodride, acting director of the Second City Bus Service, and his efforts to use data analysis. This installment describes Ed’s latest efforts to help design an effective advertising campaign. Focus groups helped determine a list of attributes that could be used in an advertising campaign. Personal interviews combined with a conjoint analysis helped determine the impact/importance of each potential advertising statement.

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.

'Hands on' copytesting cooks up a more effective campaign for Gold’n Plump Chicken

Published
March 1994
Author
Tim Huberty
Abstract
Gold’n Plump Chicken used copytesting with 30 people in the development of its new marketing campaign, followed by telephone tracking, to test marketing effectiveness in its efforts to remain competitive using limited research dollars.

Respondents in interactive groups approve Best Western's ambitious ad campaign

Published
June 1996
Author
Joseph Rydholm, Quirk's Editor
Abstract
Best Western used interactive large-group interviews to determine the success of its new television ad campaign aimed at informing consumers that the hotel chain had upgraded its appearance and quality.

The new communications criteria in advertising research

Published
March 1996
Author
Christiaan De Brauw
Abstract
Advertising has changed considerably in the past 20 years. This article discusses how communications researchers have been forced to rethink effectiveness, describes communications performance criteria that appear applicable and shows examples of how to address these criteria in research.

Super Bowl advertising: What really works?

Published
March 1996
Authors
Don Bruzzone and Paul Shellenberg
Abstract
Bruzzone Research Co. used mailed questionnaires to determine the success of Super Bowl advertising and what really works.

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.

 

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