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Marketing Research Articles Related to the Television Industry

Marketing Research Articles Related to the Television Industry

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PBS station tests direct mail pieces with dial response measurement system

Published
March 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
To pre-test the effectiveness of a mail campaign to renew lapsed members, a Phoenix-area PBS station, KAET-TV, gathered feedback from groups of lapsed KAET members by using MACH 2, a dial response system. Via hand-held controllers, each individual responded to two mail pieces. The sessions finished with a focus group to elicit more open-ended responses

Cable companies must listen to customers if they hope to survive in a rapidly changing market

Published
October 1995
Authors
Richard Schreuer, Polly Staman and Jim Higgins
Abstract
With increasing competition, cable companies must be more proactive and dynamic to be successful. Customer loyalty is key to success. This article discusses how cable companies must act regarding customer loyalty. In addition to noting the information cable companies need to obtain, this article provides a case study that shows how one cable system used an innovative application of conjoint analysis in its research.

Research about nothing: Is Kramer master of Jerry's domain?

Published
May 1998
Author
Dan Margherita
Abstract
This article is a tongue-in-cheek presentation of the results of Tele-Research's national omnibus that included a series of questions prompted by the popularity of the television show Seinfeld.

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.

Multi-country research aids Cartoon Network's quest for world 'toonification'

Published
April 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
The Cartoon Network used brainstorming with in-house client groups, followed by 250 focus groups in more than 10 countries and face-to-face interviews in Latin America in its quest to be experts on kids and maintain the “think globally, act locally” approach.

Measuring 'lift' is changing the balance

Published
April 2005
Author
Don Bruzzone
Abstract
The author explores the pros and cons of two different types of studies and how they indicate the effectiveness of advertising.

Early focus group findings nearly spelled the end of Everybody Loves Raymond

Published
May 2005
Author
Ken Newman
Abstract
The use of focus groups to judge the viability of television programs is explored, citing the poor response to Everybody Loves Raymond as an example of how groups can’t always be trusted to pick the most worthwhile shows.

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.

Using market research and public relations to trigger a media explosion

Published
March 2007
Authors
Melissa Marcello and Julie Litzenberger
Abstract
A case history of how a marketing research firm and a PR firm turned a survey on American Idol into a hot news story.

In Case You Missed It... December 2007

Published
December 2007
Author
Quirk's Staff
Abstract
News and notes on marketing and research: generating online buzz; focus groups with mattress shoppers; TV viewing statistics

By the Numbers: How to avoid language problems in international IT research

Published
November 2008
Author
Julia Lin
Abstract
Using five brief case-study examples, this article looks at problems that can crop up when fielding international studies in technology industries.

In Case You Missed It... November 2008

Published
November 2008
Author
Quirk's Staff
Abstract
News and notes on marketing and research: DVRs; grocery stores; in-bar advertising and TV

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.

In Case You Missed It... April 2009

Published
April 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: perception of taste linked to job and hobbies; Fox tries shorter commercials; Twitter

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.

The Top 10s in 2009 entertainment

Published
December 2009
Abstract
The Nielsen Company documents the most successful products and people of 2009 entertainment.

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.

Research shows the power of telling a good story when creating advertising aimed at kids

Published
February 2010
Author
Charles Young
Abstract
Marketing to kids requires the ability to harness the power of pictures, the author argues. Teaching adult marketers how to look at a brand and view a commercial as a child does is the most valuable contribution researchers can make to the creative development process.

Competition hits all-time high in Super Bowl ads

Published
February 2009
Author
Quirk's Staff