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.

A definite Impact

Through a tracking study, Starbucks found that its out-of-home media (billboards, kiosk ads, vehicle wraps) was as efficient as its other traditional media.

In search of synergy

Looking at an advertising and marketing campaign as the sum of many parts can help give a truer picture of the impact and effectiveness of each part. The author explores how to think about this holistic process and cites examples from an energy utility which saw returns from a series of ads that focused on different aspects of being environmentally friendly.

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.

Qualitatively Speaking: A moderator's guide to working with the creative department

Evaluating creative elements in the focus group setting need not be fraught with tension. The author offers five tips for making things go as smoothly as possible, including starting on a high note, providing context and showing solidarity with the creative team.

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.

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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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