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.

Guidelines for success: Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.
Trade Talk: ARF sessions look at Web metrics and MR data quality: Web metrics and research data quality were the focus of two forums held at the 2008 ARF conference.
Call the right play: Four different theories on when to introduce a brand in a TV ad are explored, including examples of the best situations in which to use each approach and each one's strengths and weaknesses.
Capture my interest, capture my business?: Using data from a series of studies, the author examines the effects of idea engagement on consumer responses to advertising, looking at how ads that are perceived as informational are viewed compared to ads that are more emotional.
In Case You Missed It... April 2008: News and notes on marketing and research: tattoos; e-mail marketing; Internet advertising

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There are 123 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

All the right moves: Every year, companies spend millions of dollars on Super Bowl advertising. This article is adapted from a presentation on Super Bowl advertising delivered at the Advertising Research Foundation Conference on Entertainment Research.
Radio tracking study places spots more effectively: Radio advertising can be an extremely effective marketing tool, especially when selling to farmers. By analyzing tracking studies, Ted Haller, vice president/director of media planning at Kenrick Advertising Inc., is able to create the perfect fit between advertisers and radio stations to optimize the effectiveness of radio advertisements.
Making Mr. Coffee: Mr. Coffee conducted research to develop and monitor the Mr. Coffee brand personification campaign. The company used a variety of quantitative and qualitative research methods, including focus groups, nationally-distributed questionnaires, in-house interviews and a tracking study with a national sample of over 1,000 participants.
Keys to successful advertising in the Asian-American market: Advertising can play a crucial role in making Asian-Americans feel welcomed and appreciated. This article discusses keys to successful advertising in the Asian-American market, including cultural themes likely to win the respect and appreciation of most Asian cultures.
Toward a better diagnosis: Pfizer developed the Sexual Health Inventory for Men to help indicate the presence or absence of erectile dysfunction. The results of the tool guided Pfizer's marketing campaign to create awareness about male erectile dysfunction while promoting Viagra, one of the company's products.

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Related Glossary Terms

Advertising effectiveness research: Studies to determine the extent to which a specific advertisement or advertising campaign meets the goals and objectives of the campaign.

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Related Events

CASRO WORKSHOP FOR PROJECT DIRECTORS AND ANALYSTS: May 15-16, 2008; The Council of American Survey Research Organizations will hold a workshop designed for project directors and analysts on May 15-16 in New York. For more information visit www.casro.org.
CONFIRMIT CONVERGENCE CONFERENCE: May 21-23, 2008; Confirmit will hold its first conference centered on convergence on May 21-23 at the Tower Hotel in London. For more information visit www.confirmit-community.com.

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