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Marketing Research Articles Related to Advertising Research

Marketing Research Articles Related to Advertising Research

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2008's new products fail to register

Published
November 2008
Author
Quirk's Staff

A campaign for improvement

Published
March 2003
Author
Scott Young
Abstract
Marketers are spending more than ever on print advertising, yet relatively few companies make a dedicated effort to comprehensively assess and improve their print campaigns. This article offers several observations about print advertising, shares insights gathered from PRS Eye-Tracking studies documenting exactly how readers actually view and consider advertisements, and suggests several “principles of effective print advertising.”

A complete recipe

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.

A definite Impact

Published
April 2004
Authors
Ann L. Breese and Don Bruzzone
Abstract
Through a tracking study, Starbucks found that its out-of-home media (billboards, kiosk ads, vehicle wraps) was as efficient as its other traditional media.

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 fresh approach

Published
March 1991
Author
Pamela F. Nagel
Abstract
Grant/Jacoby developed new advertising for Stokely USA based on research using focus groups and storyboard tests. To test the impact of the new campaign, researchers used customers’ claimed past three-month purchases and attitudinal shifts.

A measured response

Published
March 1997
Author
Jerry W. Thomas
Abstract
Advertising has great promise that is seldom realized. This article notes the importance of strategy research, advertising pretesting and advertising tracking to realizing advertising potential, with a detailed discussion of tracking research.

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 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.

A storied destination

Published
November 2005
Author
Anna Lilleengen
Abstract
Tourism board VisitScotland used one-on-ones to craft a new Europe-wide ad campaign and then employed Web metrics (such as site visits and brochure requests) to measure its effectiveness.

* 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.

A true return on investment

Published
March 2003
Author
Barry Shepard
Abstract
StarKist Seafood followed a rigorous, empirically-based advertising process to develop its “Tuna in a Pouch” advertising, aiming to drive sales and contribute to the success of the product as an established entity.

A working vacation

Published
March 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
The Go RVing Coalition used qualitative research to investigate Baby Boomers who own RVs compared with those who do not in the process of developing television and print advertising.

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 and the element of emotional surprise - the tale of Susan Boyle

Published
May 2010
Author
Charles Young
Abstract
The overnight success of Susan Boyle may provide insight into what marketers and advertisers can do to promote emotional engagement with a brand. The author dissects Susan Boyle's television performance to determine the point where her "brand" began.

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.

Adding a human touch

Published
June 2006
Author
Robin Segbers
Abstract
Akron Children’s Hospital used telephone research and focus groups to determine the most effective messages to communicate in a new ad campaign. The hospital’s clinical excellence in high-acuity service areas was chosen as one of the attributes to promote.

Addressing many, speaking to one

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.

Advertising and packaging; Your product's voice and face

Published
March 1999
Author
Gene Leichter
Abstract
Advertising, naming and packaging should work together to promote your brand. This article discusses the importance of product advertising and packaging.

* 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.

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