Information About Conducting Advertising Effectiveness Studies

Related Articles

There are 33 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

A complete recipe

It’s not enough for ads targeting the Hispanic market to simply have Hispanic faces or content in them. They must be part of an overall strategy and follow guidelines, which the author explains in detail, such as tell a simple story, educate the U.S. Hispanic audience, and communicate and repeat only one or two key benefits.

Beware of big egos and agency killers

Several barriers stand in the way of effective advertising, from a lack of consistent testing to a tendency to let the competition dictate how to advertise in a product or service category. The author gives nine ways to overcome these barriers, including developing a sound strategy, using the same pre-testing system consistently and striving for continuous improvement.

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.

Part of the team

Fallon McElligott advertising agency uses interviews to collect qualitative and quantitative data on its advertising strategies. The research measured the feelings, attitudes and awareness of respondents.

The heart of the matter

St. Elizabeth Health Center used in-depth one-on-one interviews with target audiences in the development of advertising to increase consumer preferences and decrease out-migration for cardiac care.

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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.

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.

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.

In defense of digital: eliminating concerns surrounding digital research

Making the decision between traditional and digital research can be difficult and many are skeptical of the benefits digital methodology offers. The author explains the differences; discusses three common concerns surrounding digital research adoption; and sites supporting case study examples.

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.

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