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

Testing ads using skin conductance response measurements
For more than 70 years, advertisers and their agencies have been attempting to evaluate the effectiveness of advertising. This article discusses testing ads using skin conductance measurements, including a history of ad testing, measuring unconscious influences, the discovery of unconscious attention, measuring emotion and unconscious processing and adapting skin conductance response (SCR) measurement to time-based advertising. The article includes examples of analytical enhancement from combining SCR measures with questionnaire data.
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.
The four types of brand memories
Four kinds of tags play a role in how an ad makes its way into a viewer’s memory: knowledge tags, emotion tags, action tags and a brand identity tag. The author discusses how the tags work together and how their impact can be measured.
For Super Bowl ad faves, location isn't everything
Results from The Nielsen Company shed light on what helps a Super Bowl commercial leave a lasting - and favorable - impression.
In-stream ads are intrusive

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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.

Queue Bits
Marketing research and insights news and information. This issue's keywords: online video ads; data privacy; vacation; Canadian cross-border shopping; road rage
How to engage LGBT consumers in marketing communications
Findings from a qualitative study of ads aimed at LGBT consumers show brands the types of messages that resonate – and fall flat – with this high-spending audience.
Queue Bits
Marketing research and insights news and information. This issue's keywords: mobile wallets; location data quality; mobile advertising; EEGs; ethical companies
In Case You Missed It... March 2015
News and notes on marketing and research: male Pinterest users; Millennials purchasing smartwatches
Mapping the chain of influence on consumer choice
A case study example of campaigns for mobile devices from Apple and Samsung is used to show the value of including word of mouth and other non-advertising-based factors when assessing ROI.

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