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Marketing Research Articles Related to Advertising Research

Marketing Research Articles Related to Advertising Research

Showing items 1-20 of 218.

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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 eye tracking and click testing

Published
April 2008
Author
Jon Puleston
Abstract
This comparison of eye tracking and click testing details the strengths and weaknesses of each approach and indicates some instances where each is best employed.

A look at preventing the copying of visual stimuli in online research

Published
July 2005
Authors
Harley Rivet and David P. Bradford
Abstract
While the Web has been a boon for testing images of all kinds, it also leaves those images open to appropriation. Reviewing the current threats as well as solutions, the authors make recommendations on what to expect when testing digital images in online research.

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 positive take on negative advertising

Published
June 2014
Author
Laura Bernier
Abstract
Done right, a negative ad can actually have a positive impact on brand perceptions. The author offers tips on how to craft and structure a negative ad so that viewers come away with the desired reaction.

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 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 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 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.

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 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.