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Learn About Advertising Effectiveness Research

We've grouped together all the information our site contains on Advertising Effectiveness to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Related Articles

There are 142 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.
A look at what drives idea engagement
Using data from a series of studies, the author examines the effects of idea engagement on consumer responses to advertising, looking at how ads that are perceived as informational are viewed compared to ads that are more emotional.
Research on Kaiser Permanente ads explores influence of language preference
Analyzes research conducted for Kaiser Permanente on the influence of language on the effectiveness of its $100 million “Thrive” marketing campaign.
Trade Talk: ROI at the ARF
This article provides a brief summary of this year’s Advertising Research Foundation conference in New York City, highlighting the forum “How Research Pays Back.”
Utilizing eye-tracking to optimize direct mail
An analysis of a project in which eye-tracking was used to measure the impact of several direct mail campaigns.

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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.

Emotional branding creates the bond
When executed correctly, emotional branding can create a loyal bond between marketers and the consumer.
How PayPal is optimizing the value of creative testing with virtual workshops
The author credits PayPal's strong team-building approach with getting the most out of the use of bulletin board focus groups to test marketing and advertising materials.
How the iPad is impacting advertising research
Charles Young looks at what the rapid consumer adoption of the tablet computer means for marketers and advertising researchers.
Can behavioral economics inform the ad research process?
Charles Young examines what we can learn about measuring ad effectiveness by applying Daniel Kahneman’s System 1 and System 2 theory of cognition.
In Case You Missed It... April 2013
News and notes on marketing and research: Debunking multichannel retailing myths; attractive women in alcohol ads

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