Resources Related To Advertising And Communication Research Consultation

Related Articles

There is one article in our archive related to this topic.

Focus groups shape successful ad campaign for Oasis Laundries

After using customer feedback to better its product, Oasis Laundries used focus groups with multiple target customer types to develop its ad campaign. Customer surveys are used on an ongoing basis to determine location-specific preferences.

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.

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.

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.

How online observational techniques help qualitative researchers keep pace with the speed of consumers

Honda (UK) used Web-based usability and ethnography techniques to fine-tune the interface of its Web site’s used-car-buying section, allowing it to make a number of adjustments and better understand car seekers’ preferences.

Research shows the power of telling a good story when creating advertising aimed at kids

Marketing to kids requires the ability to harness the power of pictures, the author argues. Teaching adult marketers how to look at a brand and view a commercial as a child does is the most valuable contribution researchers can make to the creative development process.

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