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Marketing Research Articles Related to Advertising Tracking

Marketing Research Articles Related to Advertising Tracking

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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 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 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.

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.

* 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.

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.

* An analysis of multichannel marketing campaign performance

Published
July 2011
Author
Molly Elmore
Abstract
The author explores the effects of frequency on commonly applied awareness and intent metrics for various advertising channels.

* Analyzing a B2B magazine’s ad inquiries and their relationship to qualified prospects

Published
April 2012
Author
Jim Nowakowski
Abstract
How the Web has affected lead generation for Buildings magazine and other B2B publications.

Are car and beer ads lost amidst network promotion during the Super Bowl?

Published
January 2010
Author
Quirk's Staff
Abstract
Super Bowl advertisers are spending more money only to compete with more ads - an increasing number of which are for the network, by the network.

By the Numbers: Using smart analytics to recharge your tracking studies

Published
June 2013
Authors
Pat Kidd and Marco Vriens
Abstract
Tips for getting tracking studies back on track when results don’t make sense or the findings stop making an impact.

Campaigning for the outdoors

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.

Creative awards vs. copytesting

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.

* Getting the most from eye-tracking

Published
March 2013
Author
Scott Young
Abstract
Scott Young offers best practices for the use of eye-tracking and explores the various research applications of the methodology.

* How analytics can inform and improve the ad research process

Published
March 2013
Authors
Jody Moxham and Terry Villines
Abstract
Incorporating analytics along with data from ad hoc research studies can aid the development of advertising by giving marketers the most complete view of the competitive landscape and an ad’s place within it.

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.

How online observational techniques help qualitative researchers keep pace with the speed of consumers

Published
February 2010
Author
Matt Schroder
Abstract
Honda (UK) used Web-based usability and ethnography techniques to fine-tune the interface of its Web site’s used-car-buying section, allowing it to make a number of adjustments and better understand car seekers’ preferences.

In Case You Missed It... August 2009

Published
August 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Grape Nuts' quest to stay relevant; methods for coping with the recession; chatter tool harnesses WOM buzz

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