Advertising Market Research

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... January 2012

News and notes on marketing and research: Designing mobile creative; saving for retirement

Consumers are like Google: Brand-building and the search for meaning

For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

How research helped develop the USPS’s Sample Showcase program

In an era when the e-mail in-box is seemingly king, the USPS used qualitative research to help bring some excitement back to postal mail with a new product sampling program.

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.

In Case You Missed It... November 2011

News and notes on marketing and research: Facial recognition; value and relaxation when shopping

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Related Articles

There are 180 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Qualitative ad research: walk like a researcher, think like a creative person

When planning and conducting qualitative advertisement research, researchers need to consider the mindset of the writer and art director assigned to the project in question. This article offers 16 strategies for setting up the qualitative research process to maximize the usefulness of the research to the creative team. Topics include moderator selection, communication between the moderator and the creative team, specific strategies in one-on-one interviews and a range of methodology suggestions.

New developments in TV copy testing promise better measures

This article discusses developments in TV advertising copy testing, including results of the ARF Copy Research Validity Project that tested six different copy testing methods for predictive validity. The author also shares results from pilot testing research on a new television copy testing service and advantages of this copy testing method.

Bringing account planning to direct-to-consumer pharmaceutical advertising

A complete recipe

It’s not enough for ads targeting the Hispanic market to simply have Hispanic faces or content in them. They must be part of an overall strategy and follow guidelines, which the author explains in detail, such as tell a simple story, educate the U.S. Hispanic audience, and communicate and repeat only one or two key benefits.

Telefocus technique "replaces" focus groups for firm's ad testing

Funk Seeds International, a worldwide seed operation headquartered in Bloomington, Ill., no longer gathers focus groups in a common location. As of three years ago, the company now connects all focus group participants through the telephone. The technique is cheaper and easier.

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Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

• Advertising Claim Substantiation
• Advertising Effectiveness
• Advertising Impression Studies
• Advertising Research
• Advertising Tracking
• Advertising/Communication Consultation
• Commercials Testing
• Concept Development
• Concept Optimization
• Concept Research
• Concept Testing
• Copy Development Research
• Copy Testing
• Copy Testing-Online
• Eye Tracking
• Graphics Research
• Software-TURF Analysis

Industries

• Advertising Agencies
• Public Relations

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Related Suppliers: Moderators

Click on a category below to see moderators who specialize in the following related industries, markets and audiences

• Advertising Agencies
• Public Relations

Conduct a detailed search of the entire Moderator directory.