Resources For Advertising Tracking

Related Articles

There are 19 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Creative awards vs. copytesting

Through examples of real ads, the authors show that award-winning ads often break through clutter but can also be tweaked to enhance their effectiveness as drivers of sales and brand awareness.

Adding a human touch

Akron Children’s Hospital used telephone research and focus groups to determine the most effective messages to communicate in a new ad campaign. The hospital’s clinical excellence in high-acuity service areas was chosen as one of the attributes to promote.

The ten commandments of advertising tracking studies

This article looks at 10 tried-and-true ways of measuring advertising effectiveness. Included are: sticking to one subject when tracking advertising; remembering to measure advertising quantitatively, not qualitatively; conducting tracking before an ad campaign begins, not after its been out there a while; tracking by phone interviews, not by mail; asking the right questions for phantom awareness, prompted awareness, and proven awareness; checking on competitors’ ads; including attitudinal statements and behavioral questions; and performing ad tracking regularly.

A storied destination

Tourism board VisitScotland used one-on-ones to craft a new Europe-wide ad campaign and then employed Web metrics (such as site visits and brochure requests) to measure its effectiveness.

Money well spent

United Way of Minneapolis conducted phone interviews before and after a paid advertising campaign to see if the advertising campaign was worthwhile.

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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.

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.

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.

Advertising effectiveness: what it is, what it isn’t and can it be reflected by one number?

A research analyst chronicles his quest to find a simple and flexible way to measure and define advertising effectiveness.

Is a longitudinal approach the secret to measuring an ad's ROI?

The author argues that interviewing the same consumers before a new ad campaign is launched and again after the campaign has been in-market for a period of time is an effective way to isolate the in-market impact of advertising.

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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