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Marketing Research Articles Related to Audience Research

Marketing Research Articles Related to Audience Research

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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.

Comcast’s Versus channel turned to research to better understand a core audience segment

Published
August 2010
Authors
Jon Last and Christopher Whitely
Abstract
Following a rebranding of its Outdoor Life Network as Versus, which broadened its scope to include other sports, Comcast Networks conducted in-depth research to show advertisers that the channel’s core audience of outdoorsmen was as strong as ever and receptive to ad messages outside of the hunting and fishing categories.

Focus groups, phone survey give North Carolina arts councils valuable audience information

Published
December 1996
Author
Joseph Rydholm, Quirk's Editor
Abstract
Two North Carolina arts councils used a phone survey and focus groups to better understand community and audience.

From smartphone to phablet, the online consumption surge is here

Published
October 2014
Author
Joe Webb
Abstract
The author discusses why brands should pay attention to the changing viewing habits of content-hungry consumers.

How to create high-potential global marketing messages

Published
November 2014
Authors
Scott Garrison and Jet Kruithof
Abstract
A meta-analysis of marketing messages across the U.S., Europe, Asia and Latin America found that effective global campaigns share similarities but they also have crucial differences.

Is a longitudinal approach the secret to measuring an ad's ROI?

Published
April 2010
Author
Quirk's Staff
Abstract
The author argues that interviewing the same consumers before a new ad campaign is launched and again after the campaign has been in-market for a period of time is an effective way to isolate the in-market impact of advertising.

KidsCom enlists its audience’s help in shaping site avatars

Published
February 2004
Author
Sally Schmidt
Abstract
The KidsCom.com edutainment Web site used online research with a panel of kids to help refine a series of characters who inhabit the site. The characters’ personalities and traits were examined and rated.

Must-read books for marketing researchers – keep the suggestions coming!

Published
June 2014
Author
Emily C. Koenig
Abstract
Drawing on continued interest from LinkedIn members, Quirk’s has added to the list of must-read books for marketing researchers.

Radio station tuned to research

Published
October 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Emmis Broadcasting used phone surveys and auditorium music listening tests to determine how it should change its music mix for its listeners. After launching its new format, the station conducted a perception study of its listeners.

The A-B-4Cs of winning advertising

Published
December 2014
Author
James Forr
Abstract
James Forr examined 113 iconic or award-winning ad campaigns and developed a model for marketers to draw upon to craft their own memorable efforts.

Tips on measuring crucial social factors in new product research

Published
August 2014
Author
Briana Brownell
Abstract
Briana Brownell explores the roles that our families, friends and other groups play in our choices of and relationships with the products and services we consume.

Topline Digest - November 10, 2014

Published
November 2014
Author
Quirk's Staff
Abstract
A digest of marketing research and insights news and information. This issues keywords: data collection; audience engagement; personal data; mobile marketing

Trade Talk: ‘Internet of things’ study highlights our conflicted relationship with privacy

Published
October 2014
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quirk's Editor Joe Rydholm discusses the 2014 State of the Internet of Things Study, by Acquity Group.

What Casablanca can teach us about conducting more effective ad research

Published
April 2010
Authors
Charles Young and Amy Shea
Abstract
By analyzing the emotional beats of a pivotal scene from Casablanca, the author explores how a similar approach to ad testing can help researchers improve their relationships with advertising creatives.