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Marketing Research Articles Related to Advertising Research

Marketing Research Articles Related to Advertising Research

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House calls help Y&R understand consumers

Published
April 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
New York advertising agency Young and Rubicam believes on-site interviews are one of the best ways to understand the connection between consumer and product, by seeing consumers in their natural environments. While a lot of research is involved, the process gives companies an accurate view of how consumers actually think and feel in their natural environment.

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.

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.

Telefocus technique 'replaces' focus groups for firm's ad testing

Published
May 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Funk Seeds International, a worldwide seed operation headquartered in Bloomington, Ill., no longer gathers focus groups in a common location. As of three years ago, the company now connects all focus group participants through the telephone. The technique is cheaper and easier.

Research provides vision for eye surgery center

Published
June 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Before airing commercials, executives at Eye Care and Surgery Center in Baton Rouge, La., turned to marketing research as a guide. What they found was information that allowed them to effectively connect with potential customers.

Research boosts knowledge of laser surgery

Published
July 1987
Author
Quirk's Staff
Abstract
Patients can have a hard time keeping up with the latest trends in the health care industry, so when Kendrick Colon & Rectal Associates, an Indiana-based outpatient group practice, introduced a new form of laser surgery, many people who could have benefited were left unaware. After surveying both staff and patients, the company launched print advertisements and patient brochures that increased awareness of the new procedure.

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.

Dairy calcium ads change attitudes

Published
April 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Representatives of the dairy industry knew that the calcium in milk helps build strong bones and ward off osteoporosis, they just needed to let medical professionals know the benefits of the popular drink. So the dairy industry released a series of ads targeting medical professionals. Market research, including pre-testing by telephone and post-testing by mail, proved these ads effective in spreading the good word about milk.

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.

Reports provide data on effectiveness of print advertising

Published
April 1989
Author
Quirk's Staff
Abstract
McGraw-Hill Research’s Laboratory of Advertising Performance has developed considerable information on the effectiveness of print advertising. This article highlights some of that data.

Focus groups shape successful ad campaign for Oasis Laundries

Published
July 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After using customer feedback to better its product, Oasis Laundries used focus groups with multiple target customer types to develop its ad campaign. Customer surveys are used on an ongoing basis to determine location-specific preferences.

Trade Talk: Survey segments U.S. Hispanic market

Published
November 1989
Author
Quirk's Staff
Abstract
This article details some results of a recent survey by Strategic Directions Group of the U.S. Hispanic market.

Focus groups tell Standard Register that service is most important

Published
December 1989
Author
Quirk's Staff
Abstract
Standard Register used internal focus groups with management and external groups with clients in the development of its advertising campaign. Information obtained via this research has also resulted in a new company-wide commitment to service.

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.

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.

New measuring sticks for media and other marketing-mix variables

Published
February 1991
Author
Michael J. Wolfe
Abstract
This article reviews how single-source marketing information has led to practical ways of modeling and understanding the impact of advertising and promotion on product sales. The article discusses ways that marketers might want to view such information to understand brand performance in different geographic markets and implications this might have on marketing strategies. The authors discuss the future of marketing-mix modeling efforts and the impact that these efforts are likely to have on more traditional marketing and advertising 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.

Research helps Grant/Jacoby develop new advertising for Stokely USA

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.

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.

 

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