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Advertising Market Research Resources

We've grouped together all the information our site contains on Advertising Research to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

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... June 2010
News and notes on marketing research: anti-drinking advertising can backfire; Florida law enforcement using focus groups to solve cold cases; writing hotel reviews
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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Related Articles

There are 116 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Going online
For almost three years, MSW Group has been actively experimenting with the use of the Internet for its communication research services. This article details MSW’s experience.
There are Hispanics… and then there are Hispanics
Analyzes research conducted for Kaiser Permanente on the influence of language on the effectiveness of its $100 million “Thrive” marketing campaign.
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.
Using recognition-based tracking to compare the ROI of print, radio and TV
Ad campaigns often include a variety of media, which often leads to questions about effectiveness. This article is a case history from a continuing recognition-based tracking study by BlueCross BlueShield of Minnesota that shows a way to answer all the questions that arise regarding which medium is best.
The heart of the matter
St. Elizabeth Health Center used in-depth one-on-one interviews with target audiences in the development of advertising to increase consumer preferences and decrease out-migration for cardiac care.

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