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Marketing Research Articles Related to Advertising Tracking

Marketing Research Articles Related to Advertising Tracking

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Radio tracking study places spots more effectively

Published
August 1987
Author
Quirk's Staff
Abstract
Radio advertising can be an extremely effective marketing tool, especially when selling to farmers. By analyzing tracking studies, Ted Haller can create the perfect fit between advertisers and radio stations to optimize the effectiveness of radio advertisements.

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.

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.

Realize the potential of your advertising with tracking research

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.

Chevron tracks long-running corporate advertising program

Published
March 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
In its quest to be seen as an environmentally friendly oil company, Chevron has had a print and TV campaign, called “People Do.” Communicus, a Santa Monica, Calif., research firm conducts wide-ranging telephone interviews that mask the study’s sponsor and its advertising focus. Respondents give ratings, impressions, and purchase information for a number of companies and their advertising. Re-interviews are done a year later to test ad effectiveness.

The 10 commandments of advertising tracking studies

Published
March 2000
Author
Tim Huberty
Abstract
This article looks at 10 tried-and-true ways of measuring advertising effectiveness. Included are: sticking to one subject when tracking advertising; remembering to measure advertising quantitatively, not qualitatively; conducting tracking before an ad campaign begins, not after its been out there a while; tracking by phone interviews, not by mail; asking the right questions for phantom awareness, prompted awareness, and proven awareness; checking on competitors’ ads; including attitudinal statements and behavioral questions; and performing ad tracking regularly.

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.

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.”

Out-of-home ads work for Starbucks

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.

Creative awards vs. copytesting: Is one a better predictor of an ad’s success?

Published
April 2004
Authors
Charles Young and Larry Cohen
Abstract
Through examples of real ads, the authors show that award-winning ads often break through clutter but can also be tweaked to enhance their effectiveness as drivers of sales and brand awareness.

Integrated testing for integrated ad campaigns

Published
April 2006
Author
Charles Young
Abstract
It is possible to test multiple facets of an ad campaign, from TV to print to Web, using an integrated measurement model, which the author presents and explains.

Research lays foundation for hospital’s non-traditional ad campaign

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.

Measuring 'lift' is changing the balance

Published
April 2005
Author
Don Bruzzone
Abstract
The author explores the pros and cons of two different types of studies and how they indicate the effectiveness of advertising.

How to improve the accuracy of Internet ad tracking

Published
July 2005
Author
Charles Young
Abstract
By feeding consumer input from pre-testing into the post-testing design, researchers can achieve a methodological improvement in the accuracy of online ad tracking.

Scotland ’s tourism agency revamps ad campaign to attract European visitors

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.

The four types of brand memories

Published
April 2007
Author
Charles Young
Abstract
Four kinds of tags play a role in how an ad makes its way into a viewer’s memory: knowledge tags, emotion tags, action tags and a brand identity tag. The author discusses how the tags work together and how their impact can be measured.

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.

How images work to brand a quick-service restaurant

Published
March 2009
Author
Charles Young
Abstract
Quick-service restaurants must communicate three important ideas with their marketing and advertising, showing that they offer good-tasting food, good value and an enjoyable place to eat. This article explores the role of "place" in a restaurant and shows examples of 2008 TV spots that communicated "place," good-tasting food and good value.