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Advertising Market Research Resources

We've grouped together all the information our site contains on Advertising Research to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Related Articles

There are 243 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.
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Marketing research and insights news and information. Hispanic-Americans; social media; advertising campaigns; mobile marketing
A case study using the Heineken “Weasel” commercial
A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.
The visual impact of award-winning ads
The authors profile their AttentionTracking method of measuring the impact of award-winning ads and give several examples of the method in action.
How do respondent behaviors and online sample quality affect measures of ad performance?
As part of an annual tracking survey on Super Bowl advertising, Bruzzone Research conducted a research-on-research study to gauge the effects of specific survey-taking behaviors on data quality. Three behaviors were found to have a noticeable impact: speeding, straightlining answers and failing to follow instructions.

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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.

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.
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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Marketing research and insights news and information. This issue's keywords: Generation Z, mobile banking, American impatience, value of physical mail, Millennial spending
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Marketing research and insights news and information. This issue's keywords: retail promotions; Chinese social media views; technology in restaurants; Millennial transportation; predictive analytics market

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