Information And Resources About Advertising Claim Substantiation

Related Articles

There is one article in our archive related to this topic.

How researchers can be effective partners in the advertising development process

Researchers can play a proactive, valuable role. This article discusses four ways the researcher can be an active partner in the advertising development process.

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Consumers are like Google: Brand-building and the search for meaning

For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

But how do you really feel? An approach to measuring consumer emotions

The authors explain a new methodology for eliciting and applying emotional responses to stimuli to optimize new products and messaging.

An analysis of multichannel marketing campaign performance

The author explores the effects of frequency on commonly applied awareness and intent metrics for various advertising channels.

Brand positioning to multiple markets - change the message, not the mission

One brand consultant weighs in on why companies should avoid creating different product positions for each target consumer group.

Advertising effectiveness: what it is, what it isn’t and can it be reflected by one number?

A research analyst chronicles his quest to find a simple and flexible way to measure and define advertising effectiveness.

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