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Marketing Research Articles Related to Advertising Effectiveness

Marketing Research Articles Related to Advertising Effectiveness

Showing items 1-20 of 144.

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2008's new products fail to register

Published
November 2008
Author
Quirk's Staff

A case study using the Heineken “Weasel” commercial

Published
March 2011
Authors
Sandeep Patnaik and Scott Purvis
Abstract
A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.

A framework for understanding ad effectiveness

Published
April 2009
Author
Isabelle Albanese
Abstract
The author outlines her 4Cs of Truth in Communications process to explain how it can help frame and inform ad research projects. Marketers can use the concepts of comprehension, connection, credibility and contagiousness to make sure their ads resonate with consumers.

A heuristic model for pre-testing TV commercials

Published
March 2001
Author
Charles Young
Abstract
A researcher has two jobs: to learn something useful that the client didn’t know before and to teach them what was discovered. This article discusses the second job of researcher as teacher, with respect to advertising.

A look at what drives idea engagement

Published
April 2008
Author
Neil Kalt
Abstract
Using data from a series of studies, the author examines the effects of idea engagement on consumer responses to advertising, looking at how ads that are perceived as informational are viewed compared to ads that are more emotional.

A new paradigm for marketing accountability

Published
February 2006
Author
Michael J. Wolfe
Abstract
The author explains the market response modeling process and argues for its ability to show a company how its marketing expenditures are contributing to the bottom line.

A prescription for testing multi-page print ads online

Published
January 2005
Author
Charles Young
Abstract
Online testing of print ads is a reality and can be accomplished using a computer-based version of eye-tracking and other techniques.

A process and program for improving advertising efficiency and effectiveness

Published
March 2000
Author
Harold Spielman
Abstract
A study using findings from the application of MSW Group's AD*VANTAGE/ACT system shows the value of ad pre-testing.

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.

Ads should focus less on features and more on consumers’ core needs and emotions

Published
April 2008
Author
John Hallward
Abstract
Consumers have basic drives and needs that they want to have satisfied and marketers would do well to focus their advertising on showing how their products and services meet those drives and needs.

Ads targeting Hispanic consumers can’t rely solely on cultural nuances

Published
April 2004
Author
Diego Bonardi
Abstract
It’s not enough for ads targeting the Hispanic market to simply have Hispanic faces or content in them. They must be part of an overall strategy and follow guidelines, which the author explains in detail, such as tell a simple story, educate the U.S. Hispanic audience, and communicate and repeat only one or two key benefits.

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 movies during the Super Bowl

Published
March 2001
Authors
Don Bruzzone and Dan Rosen
Abstract
Every year, companies spend millions of dollars on Super Bowl advertising. This article is adapted from a presentation on Super Bowl advertising delivered at the Advertising Research Foundation Conference on Entertainment Research.

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.

Advertising: today's sale or brand-building for tomorrow?

Published
May 2000
Author
Margaret H. Blair
Abstract
This article reviews the empirical evidence that demonstrates that there is no such thing as brand building for tomorrow without brand building and sales today. The article examines definitions, branding today and tomorrow, a branding model and case studies.

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.

Analysis of beer ads shows the role of emotion in effective advertising

Published
April 2006
Author
Karl Rosenberg
Abstract
Emotion plays a central role in effective advertising. Through analysis of a series of beer ads, the author breaks down the many facets of emotion’s impact and the effect that emotional engagement has on attracting and holding attention, making a connection, creating buzz and building brand equity.

Analyzing a B2B magazine’s ad inquiries and their relationship to qualified prospects

Published
April 2012
Author
Jim Nowakowski
Abstract
How the Web has affected lead generation for Buildings magazine and other B2B publications.