Information And Resources About Advertising Claim Substantiation

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.

In Case You Missed It... June 2010

News and notes on marketing research: anti-drinking advertising can backfire; Florida law enforcement using focus groups to solve cold cases; writing hotel reviews

What Casablanca can teach us about conducting more effective ad research

By analyzing the emotional beats of a pivotal scene from Casablanca, the author explores how a similar approach to ad testing can help researchers improve their relationships with advertising creatives.

Health-conscious consumers trust Subway's five-dollar foot-long

True-life tales in marketing research.

How online observational techniques help qualitative researchers keep pace with the speed of consumers

Honda (UK) used Web-based usability and ethnography techniques to fine-tune the interface of its Web site’s used-car-buying section, allowing it to make a number of adjustments and better understand car seekers’ preferences.

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

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.

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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.