Advertising Market 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.

Getting the most out of your copy test: The conflict between traditional advertising testing methods being able to provide creative guidance and diagnostic information while aiding management with decisions about whether to use the advertising has led firms to seek methods capable of helping with advertising development. This article reports the development of a measurement approach and model designed to estimate the impact of variations in advertising copy on beliefs, attitudes and purchase intention.
Making a connection: Emotion plays a central role in effective advertising. Through analysis of a series of beer ads, the author breaks down the many facets of emotion’s impact and the effect that emotional engagement has on attracting and holding attention, making a connection, creating buzz and building brand equity.
Data Use: Using conjoint analysis to shape a political message: Two instances where conjoint can be used in the political realm are discussed: assessing levels of preference for important issues, and shaping the candidate’s message.
How researchers can be effective partners in the advertising development process: Researchers can play a proactive, valuable role. This article discusses four ways the researcher can be an active partner in the advertising development process.
The visual impact of award-winning ads: The authors profile their AttentionTracking method of measuring the impact of award-winning ads and give several examples of the method in action.

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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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