Learn About Advertising Effectiveness Research

Related Articles

There are 76 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

In-stream ads are intrusive

Making a connection

Emotion plays a central role in effective advertising. Through analysis of a series of beer ads, the author breaks down the many facets of emotion’s impact and the effect that emotional engagement has on attracting and holding attention, making a connection, creating buzz and building brand equity.

Reports provide data on effectiveness of print advertising

McGraw-Hill Research’s Laboratory of Advertising Performance has developed considerable information on the effectiveness of print advertising. This article highlights some of that data.

Beyond mere gut feel

The author explains the market response modeling process and argues for its ability to show a company how its marketing expenditures are contributing to the bottom line.

Research encourages a comprehensive re-design of Blue Nun packaging

After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design 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.

In Case You Missed It... January 2012

News and notes on marketing and research: Designing mobile creative; saving for retirement

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.

Using in-depth interviews to examine the impact of advertising

Using analysis of spots from the 2011 Super Bowl, the author explores the benefits – and dangers – of ads that tap respondents’ subconscious reactions.

In Case You Missed It... November 2011

News and notes on marketing and research: Facial recognition; value and relaxation when shopping

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.

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