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Marketing Research Articles Related to Advertising Tracking

Marketing Research Articles Related to Advertising Tracking

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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.

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.

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.

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.

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.

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.

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.

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.

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.

 

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