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Marketing Research Articles Related to Commercials Testing

Marketing Research Articles Related to Commercials Testing

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A case study using the Heineken “Weasel” commercial

Published
March 2011
Authors
Sandeep Patnaik and Scott Purvis
Abstract
A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.

How do respondent behaviors and online sample quality affect measures of ad performance?

Published
April 2009
Author
Don Bruzzone
Abstract
As part of an annual tracking survey on Super Bowl advertising, Bruzzone Research conducted a research-on-research study to gauge the effects of specific survey-taking behaviors on data quality. Three behaviors were found to have a noticeable impact: speeding, straightlining answers and failing to follow instructions.

Using eye-tracking to measure the effectiveness of TV commercials

Published
April 2009
Author
Mike Bartels
Abstract
The author discusses eye-tracking technology and the Index of Cognitive Activity as a method of obtaining unbiased physiological data to better understand how viewers absorb, and how well they like, various television advertisements.

What can measuring brain waves tell us about an ad’s effectiveness?

Published
August 2009
Authors
Charles Young and Stephen Sands
Abstract
Two research firms, one specializing in copy testing, the other in brain wave measurement, teamed up to examine a series of fast-food TV ads to compare and contrast findings from their respective diagnostic approaches.

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.