Advertising Market Research Resources

Related Articles

There are 206 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Call the right play

Four different theories on when to introduce a brand in a TV ad are explored, including examples of the best situations in which to use each approach and each one's strengths and weaknesses.

A review of focus groups for advertising agencies

Focus groups have been conducted for advertising agencies for decades. This article presents a reexamination of the tool, discussing why advertising agencies conduct focus groups, the types of groups conducted, appropriate techniques for each type of focus group and designing focus groups.

Advertising: today's sale or brand-building for tomorrow?

This article reviews the empirical evidence that demonstrates that there is no such thing as brand building for tomorrow without brand building and sales today. The article examines definitions, branding today and tomorrow, a branding model and case studies.

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.

The strategic value of business advertising research

The authors draw from a survey of ad research professionals to examine trends in business advertising research, including methods used, benefits received and problems encountered.

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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.

In Case You Missed It... April 2013

News and notes on marketing and research: Debunking multichannel retailing myths; attractive women in alcohol ads

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.

Getting the most from eye-tracking

Scott Young offers best practices for the use of eye-tracking and explores the various research applications of the methodology.

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.

Dads are a rising consumer force ignored by most brands

No longer relegated to cars and electronics, a Yahoo! study shows that today’s dads are sharing the family CEO role with moms.

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