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Marketing Research Articles Related to the Entertainment Industry

Marketing Research Articles Related to the Entertainment Industry

Showing items 1-20 of 64.

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2008's new products fail to register

Published
November 2008
Author
Quirk's Staff

2009 shakes up America's favorite movie stars

Published
February 2010
Author
Quirk's Staff
Abstract
America's top 10 favorite actors include some who have stood the test of time and some who are hot right now - especially as defined by the Hollywood Foreign Press.

A government study investigates the issue of home taping and copyright violation

Published
May 1990
Author
Quirk's Staff
Abstract
With extensive input from an advisory panel of stakeholders, a survey was developed to study consumer uses of home taping technology. The researchers delivered the survey in phone interviews. The questions addressed issues such as the importance of listening to music, type of material taped, reasons for taping, the extent of non-copyrighted material copied and feelings toward the ethics of home taping.

Ad research and the element of emotional surprise - the tale of Susan Boyle

Published
May 2010
Author
Charles Young
Abstract
The overnight success of Susan Boyle may provide insight into what marketers and advertisers can do to promote emotional engagement with a brand. The author dissects Susan Boyle's television performance to determine the point where her "brand" began.

Americans fickle about football teams but the top spot proves tough to crack

Published
November 2010
Author
Quirk's Staff
Abstract
This article includes findings from Harris Interactive's annual American football league rankings from pre-season 2010.

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

Applying facial coding to ad testing

Published
March 2013
Authors
Dan Hill and Aron Levin
Abstract
A look at the results of a study that used facial coding to test the sales effectiveness of automobile ads shown during Super Bowls.

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.

Bad economy can't cheapen love

Published
February 2009
Author
Quirk's Staff

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.

Consumers care more about content than how it's delivered

Published
June 2010
Author
Quirk's Staff
Abstract
Research from Chadwick Martin Bailey, a Boston research company, shows twice as many consumers are excited about movie rentals over the Internet than the iPad or Droid phones.

Cracking the code of social media data analysis

Published
August 2010
Author
Thomas Malkin
Abstract
While analyzing data from social media is something new to researchers, one way of extracting meaning from the data isn’t. Old-fashioned coding - with an assist from technology, of course - is an approach that can generate useful insights and bring clarity to a seemingly murky process.

Dallas agency tests concepts for Dave & Buster’s TV spots online and in traditional focus groups

Published
April 2008
Author
Owen Hannay
Abstract
The ad agency for restaurant/entertainment firm Dave & Buster's tested ad concepts online and in focus groups and found that the online testing uncovered some possible synergies between the type of sites upon which the ads were placed and consumers' responses to the ads.

Despite lack of necessity, iPad still seen as fun and cool

Published
July 2010
Author
Quirk's Staff
Abstract
Nearly four months after its April 2010 launch, analysts are able to see the impact the iPad has made on the electronic portable device market - and from what other devices its drawing its buyers.

Disney augments ad research with app-based qualitative method

Published
July 2012
Author
Emily Goon, Quirk's Content Editor
Abstract
An iPad app has helped Disney Parks and Resorts keep innovating by testing concepts for theme park ad campaigns in focus groups.

Eye tracking, product placement and Lady Gaga: What Bad Romance can teach us about embedded branding

Published
January 2011
Authors
Stefanie Gehrke and Jennifer Knodler
Abstract
Some preliminary conclusions about parameters that lead to product recall can be drawn from an exploratory pilot study using eye-tracking technology to capture attention data over the popular music video Bad Romance by Lady Gaga.

Firms are going multi-platform to get their messages out to multicultural youth

Published
April 2010
Author
Amy Henry
Abstract
Using examples from brands like Hot Pockets, McDonald’s and Dr. Pepper, the author shows how some marketers are seizing on Web- and mobile-based methods to target Hispanic and African-American youths.

For hotels cutting back on services to trim costs, how far is too far?

Published
May 2009
Author
Lincoln Merrihew
Abstract
Results from a survey of prospective travelers show that some hotel amenities are more valued than others. As travel-industry firms look to cut costs, research can provide needed direction on where services can be reduced, re-priced or eliminated, as across-the-board changes run the risk of alienating large customer segments, possibly permanently.

For Super Bowl ad faves, location isn't everything

Published
February 2011
Author
Quirk's Staff
Abstract
Results from The Nielsen Company shed light on what helps a Super Bowl commercial leave a lasting - and favorable - impression.

GSN finds strength in numbers for two popular shows

Published
June 2013
Author
Laura Livers
Abstract
Findings from online research helped convince GSN that pairing two of its family-oriented shows could benefit both programs.