Marketing Research Articles Related to Media Research-Television

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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.

Published: March 2001
Authors: Don Bruzzone and Dan Rosen
Abstract: Every year, companies spend millions of dollars on Super Bowl advertising. This article is adapted from a presentation on Super Bowl advertising delivered at the Advertising Research Foundation Conference on Entertainment Research.

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.

Published: April 2006
Author: William Havlena
Abstract: The author uses data from his company’s CrossMedia Research studies to show how print, online and TV ads interact and how their individual and group impact can be measured and analyzed.

Published: March 1999
Author: Joseph Rydholm, Quirk's Editor
Abstract: Starcom Media Services used brainwave analysis to measure respondents’ involvement in a TV show and a series of commercials to find out if their engagement in the show carried over to the ads that followed it.

Published: April 2006
Author: Ramon Portilla
Abstract: Presents a case study of how one pharma company used an analysis of its direct-to-consumer advertising to determine the most sales-effective ad program.

Published: March 1993
Author: Joseph Rydholm, Quirk's Editor
Abstract: Keep America Beautiful used one-on-one interviews with consumers from a wide variety of backgrounds to test a new advertisement concept featuring baby surrounded by mounds of garbage.

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.

Published: April 2006
Author: Chuck Young
Abstract: It is possible to test multiple facets of an ad campaign, from TV to print to Web, using an integrated measurement model, which the author presents and explains.

Published: March 2001
Author: Chuck Young
Abstract: A researcher has two jobs: to learn something useful that the client didn’t know before and to teach them what was discovered. This article discusses the second job of researcher as teacher, with respect to advertising.

Published: April 2006
Authors: Don Bruzzone and Jack Bookbinder
Abstract: Analyzes research conducted for Kaiser Permanente on the influence of language on the effectiveness of its $100 million “Thrive” marketing campaign.

Published: May 2005
Author: Joseph Rydholm, Quirk's Editor
Abstract: A report on a study of media consumption habits in the era of DVRs and other on-demand devices.

Published: June 2004
Author: Joseph Rydholm, Quirk's Editor
Abstract: The Pew Hispanic Center conducted a study which examined the role of language in Hispanic consumption of media.

Published: March 1999
Authors: Don Bruzzone and Lizabeth L. Reyer
Abstract: Ad campaigns often include a variety of media, which often leads to questions about effectiveness. This article is a case history from a continuing recognition-based tracking study by BlueCross BlueShield of Minnesota that shows a way to answer all the questions that arise regarding which medium is best.

Published: June 2005
Author: Felipe Korzenny
Abstract: The role of language - Spanish and English - and language’s impact on media consumption is discussed, as are the implications for marketing research.

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