Advertising Research

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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.

Health-conscious consumers trust Subway's five-dollar foot-long: True-life tales in marketing research.
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.
Using the Hallmark moment to illuminate the significance of the grandparent-grandchild relationship: Marketing to a mature audience in the 21st century requires a unique understanding of how to pull at grandparents' heartstrings. The key to success with grandparents is creating modern Hallmark moments that illuminate the significance of the grandparent-grandchild relationship - and realizing that today's grandparents aren't your typical old folks.
Are car and beer ads lost amidst network promotion during the Super Bowl?: Super Bowl advertisers are spending more money only to compete with more ads - an increasing number of which are for the network, by the network.

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There are 155 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Easing travel restrictions: Samsonite Corporation applied a range of quantitative and qualitative research strategies as it developed its Piggyback line of luggage. The company used exploratory focus groups to help determine the travel needs, one-on-one interviews to test initial and drawings depicting conceptual designs, field tests of sample products and surveys of potential users.
Retaining heat: Copper Mountain conducted one-on-one interviews with skiers on a chairlift ride to solicit impressions of service areas, to find out about skiing preferences, and to determine awareness of advertising. To delve deeper into perceptions of Copper Mountain and other ski areas and test a potential marketing campaign, it also held focus groups with a number of skiers who had taken the lift survey.
Beyond mere gut feel: The author explains the market response modeling process and argues for its ability to show a company how its marketing expenditures are contributing to the bottom line.
Without reservations: Best Western used interactive large-group interviews to determine the success of its new television ad campaign aimed at informing consumers that the hotel chain had upgraded its appearance and quality.
Effectiveness by association?: Starcom Media Services used brainwave analysis to measure respondents’ involvement in a TV show and a series of commercials to find out if their engagement in the show carried over to the ads that followed it.

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Related Glossary Terms

Advertising research: The category of research involving advertising and including research on ad concepts, design, exposure, recall, communication, persuasion, response and sales response.

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Related Events

QUALITATIVE RESEARCH IN WEB 2.0: THE NEXT LEAP: March 25-26, 2010; The Merlien Institute will hold a workshop, themed 'Qualitative Research in Web 2.0: The Next Leap,' on March 25-26 at the Holiday Inn Berlin City - West in Berlin, Germany.
FUSE: RECLAIM THE FUTURE: April 14-16, 2010; IIR will hold a conference focused on design and culture and brand identity and packaging on April 14-16 at the Trump International Hotel and Tower in Chicago.

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