Information About Conducting Advertising Effectiveness Studies

Related Articles

There are 73 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

What is great creative?

Billions of dollars spent on advertising each year go toward campaigns that don’t sell. Great creative isn’t simply aesthetically pleasing or technologically advanced. This article discusses great creative, including the 12 creative hot buttons that recur in the most sales-effective advertising.

Super Bowl ads with hot men and cute dogs score big with women

Ad results from Super Bowl XLVI are in and women have different tastes from men. Through an informal poll, one research company examined women's most-loved and most-hated ad spots - with commercials featuring attractive men and adorable dogs taking top honors.

One size almost fits all

It is possible to test multiple facets of an ad campaign, from TV to print to Web, using an integrated measurement model, which the author presents and explains.

Quant-qual approach helps senior services organization understand how to inform and listen to a crucial market segment

To conduct research with seniors, two Cincinnati companies collaborated to overcome geographic, generational and technology-related challenges.

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.

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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.

Applying facial coding to ad testing

A look at the results of a study that used facial coding to test the sales effectiveness of automobile ads shown during Super Bowls.

How analytics can inform and improve the ad research process

Incorporating analytics along with data from ad hoc research studies can aid the development of advertising by giving marketers the most complete view of the competitive landscape and an ad’s place within it.

Disney augments ad research with app-based qualitative method

An iPad app has helped Disney Parks and Resorts keep innovating by testing concepts for theme park ad campaigns in focus groups.

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.

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.

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