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Marketing Research Articles Related to Advertising Impression Studies

Marketing Research Articles Related to Advertising Impression Studies

Showing items 1-20 of 85.

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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.

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.

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.

Are you penalized for testing commercials in "rough" form?

Published
March 1991
Author
Harvey Magier
Abstract
To determine whether "rough" commercials accurately reflect the impact of their finished counterparts, researchers compared the performance of rough and finished commercials using normative data derived from Consumer Outlook's Audience Response Profile (ARP) copy testing system. This technique consists of one-on-one interviews among target audience respondents in geographically dispersed markets.

Studies find more proof that magazine advertising works

Published
March 1993
Author
Quirk's Staff
Abstract
Studied from Family Circle magazine, Citicorp POS and Simmons Market Research Bureau support the effectiveness of print advertising across several product categories.

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.

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.

Spanish-language advertising boosts loyalty

Published
January 1996
Authors
Adrien Lopez Lanusse, Felipe Korzenny, Betty Ann Korzenny and Rebecca Abravanel
Abstract
Based on findings from 900 telephone inter­views with randomly-selected Spanish-dominant female shoppers, this article discusses the success of Span­ish-language advertising efforts in the U.S. and opportunities for expansion.

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.

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.

Eye tracking helps Saab fine-tune print ads

Published
March 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
When it came time to tweak a long-running print ad series, Saab used an eye-tracking approach that is designed to allow changes to be made to a campaign during the research process rather than afterward.

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.

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.

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.

Using motivational research to shape a cardiac center's ad campaign

Published
March 2002
Author
Jennifer Hirt-Marchand
Abstract
St. Elizabeth Health Center used in-depth one-on-one interviews with target audiences in the development of advertising to increase consumer preferences and decrease out-migration for cardiac care.

Measuring pass-along readership

Published
March 2002
Authors
Chris Van Derveer and Ron Bass
Abstract
One of the major challenges facing magazine publishers is determining how many people actually read their magazines. This article discusses pass-along research, a market research technique for determining total readership. The article includes a step-by-step description of the optimum procedures to employ to produce valid results and a discussion of validity.

Trade Talk: ROI at the ARF

Published
May 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article provides a brief summary of this year’s Advertising Research Foundation conference in New York City, highlighting the forum “How Research Pays Back.”

Perception Analyzers aid development of ad campaign for prenatal care programs

Published
June 2003
Authors
Steve Appel and Barbara Bird
Abstract
AIDS Institute used focus groups and Perception Analyzers in its development of a multimedia campaign to convince more women to get prenatal care.