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Marketing Research Articles Related to Media Research-Television

Marketing Research Articles Related to Media Research-Television

Showing items 1-16 of 16.

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A heuristic model for pre-testing TV commercials

Published
March 2001
Author
Charles 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.

A new perspective on Hispanic media planning

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.

Advertising movies during the Super Bowl

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.

Chevron tracks long-running corporate advertising program

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.

How images work to brand a quick-service restaurant

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.

How the iPad is impacting advertising research

Published
March 2014
Author
Charles Young
Abstract
Charles Young looks at what the rapid consumer adoption of the tablet computer means for marketers and advertising researchers.

Integrated testing for integrated ad campaigns

Published
April 2006
Author
Charles 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.

Keep America Beautiful uses one-on-ones to test replacement for long-running TV spot

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.

Measuring the effectiveness of its DTC TV ads helps pharma firm gauge ROMI to brands

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.

Research lays foundation for hospital’s non-traditional ad campaign

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.

Research on Kaiser Permanente ads explores influence of language preference

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.

Study seeks to determine if a TV viewer's involvement in a program carries over to ads

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.

Trade Talk: I love my DVR

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.

Trade Talk: Study shows how Latinos' news media habits shape their views

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.

Understanding the effectiveness of television, online and magazine advertising in cross-media campaigns

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.

Using recognition-based tracking to compare the ROI of print, radio and TV

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.