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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.

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.

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.

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.