Information And Resources About Advertising Claim Substantiation

Related Articles

There are 19 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.

In Case You Missed It... August 2009

News and notes on marketing and research: Grape Nuts' quest to stay relevant; methods for coping with the recession; chatter tool harnesses WOM buzz

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.

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.

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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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.

How research can help keep marketing claims in compliance

Using a fictional cake mix as an example, the author outlines best research practices in claim substantiation.

A taxonomy of digital advertising

This article presents a framework for defining and understanding the many types of digital ads, with the goal of making it easier to measure their effectiveness.

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.

See more articles on this topic

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