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Marketing Research Articles Related to the Television Industry

Marketing Research Articles Related to the Television Industry

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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.

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 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.

An analysis of multichannel marketing campaign performance

Published
July 2011
Author
Molly Elmore
Abstract
The author explores the effects of frequency on commonly applied awareness and intent metrics for various advertising channels.

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.

Building your brand with Hispanics the blended, bicultural way

Published
August 2014
Author
Jeri M. Smith
Abstract
The author draws from a study of retailers’ holiday ad campaigns to offer advice on how to maximize the impact of Spanish-language and general-market advertising aimed at Hispanic consumers.

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.

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.

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.

Competition hits all-time high in Super Bowl ads

Published
February 2009
Author
Quirk's Staff

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.

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.

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.

Getting the most from eye-tracking

Published
March 2013
Author
Scott Young
Abstract
Scott Young offers best practices for the use of eye-tracking and explores the various research applications of the methodology.

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.

Hashtags dominate national Super Bowl ad spots #sorryfacebook

Published
February 2013
Author
Quirk's Staff
Abstract
According to one columnist's count, Twitter was mentioned in half of the ad spots during Super Bowl XLVII, with no other social media networks coming close.

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.

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.

How to conduct values research in a qualitative setting

Published
February 2013
Authors
Rebecca H. Day and Reyn Kinzey
Abstract
The authors explore the use of ethnography to understand consumer values, using a research project on TV news as an example of how values can affect product and service choices.