Source:
|
Journal
of Advertising, Vol. 37, no. 3
(Fall 2008)
|
Title:
|
Engaging Emotions Through
Effective Radio Ads - More About How Radio Works
|
Summary:
|
Part
Two of a study of how radio affects consumer emotions, conducted by
G&R, from the ongoing series "Radio and the Consumer's
Mind: How Radio Works." On average, radio ads have
emotional impact on consumers that is equal to that of
television ads. Strong beginnings make a difference. Words
matter in radio ads. Words can be more powerful than pictures.
Radio ads need effective advertiser branding. Time is valuable,
it should be used well. The quality of radio ad creative
matters. It pays to invest time creating good radio ad content
to begin with, and whenever possible, it can pay to test the
content in advance to make sure that consumers really are
reacting as intended. The study also suggests that it can
be useful to fine-tune radio ad creative so that it works in
tandem with one of radio's greatest strengths - touching
listeners at an emotional level. (508 kb)
|
Source:
|
Radio Ad
Effectiveness Lab
(June 2008)
|
Title:
|
Experiential Marketing: A Master
of Engagement - Research on How Engaging Events Pay
|
Summary:
|
The pressure
on marketers to demonstrate the value of marketing continues
unabated in today's business world. Successful CMOs need to be
well versed in analytics, and introduce new techniques and
metrics to demonstrate the value marketing represents to the
company. In addition, they need to be able to fully integrate
with sales and other functions of the organization. It is in
this environment that the ARF study on B-to-C and B-to-B event,
trade show, and sponsorship engagement emerged. (2990 kb) |
Source:
|
Advertising Research
Foundation, Event Consortium Study Findings (January 2008)
|
Title:
|
Engagement,
Emotions, and the Power of Radio
|
Summary:
|
This
new Radio Ad Effectiveness Lab study, conducted by G&R, was designed to assess how well radio ads can generate
emotional responses and engage with consumers, compared to
television ads. It did so using advanced physiological methods
that measure emotional responses in ways that don't require
verbal responses. 16 different real ad campaigns within actual
programming were evaluated. It was concluded that radio ads have
emotional impact on consumers that is equal to that of
television ads. (394 kb)
|
Source:
|
Radio Ad
Effectiveness Lab
(June 2007)
|
Title:
|
Engagement
Measures of Brand Message
|
Summary:
|
Addresses the
concept of Engagement as a metric in communications research,
currently receiving considerable attention and support within
the marketing and research communities. Through
a variety of well-considered and empirically-validated
Engagement-related metrics, G&R delivers unique insight that
enables clients to delve into the cognitive and emotional
objectives on which advertisements or campaigns are based. (86 kb) |
Source:
|
Advertising Research
Foundation, Measures of Engagement, Vol. II (March 2007)
|
Title:
|
Reconsidering
Recall and Emotion in Advertising
|
Summary:
|
Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising. An analysis and reconsideration of available evidence show that emotional advertising is not penalized by recall, and that emotional content in well-executed commercials can actually boost recall. Strong empirical evidence shows that recall, when used in combination with other measures, is a valid measure of advertising effectiveness
and does not miss the emotion in advertising that builds brands.
(659 kb)
|
Source:
|
Journal of
Advertising Research JAR (March 2006)
|
Title:
|
Consumer Response to Print Prescription Drug Advertising
|
Summary:
|
Direct-to-consumer prescription drug advertising
has grown significantly over the last few years into a variety
of health conditions, even as the controversy around it
continues. How do consumers feel about this advertising, who
reads it, and what are the likely behavioral responses? This
article attempts to answer these questions. (2,625 kb)
|
Source:
|
Journal of
Advertising Research
JAR
(June 2003)
|
Title:
|
Advertising
Effectiveness on the Interactive Television Guide: Lessons Learned
|
Summary:
|
The interactive television guide is becoming an
inherent component of the television viewing experience, and
with it a new advertising platform emerges. This paper outlines
the methodology and results of an advertising effectiveness
research study program designed to understand and evaluate usage
and effectiveness of the interactive display panel advertising
appearing on the interactive program guide (IPG). (822kb)
|
Source:
|
Proceedings of the 2001 Advertising Research
Foundation (ARF) Week of Workshops, Chicago, October, 2001.
|
Title:
|
Advertising
Attitudes and Advertising Effectiveness
|
Summary:
|
Print Advertising
performance is influenced by consumers' attitudes toward
advertising in general. This study discusses the implications of
respondents with more favorable attitudes toward advertising.
They recall higher number of ads and are more persuaded by them.
(296 kb)
|
Source:
|
Journal of
Advertising Research
JAR
(2000)
|
Title:
|
Celebrities
in Advertising
|
Summary:
|
Advertisers pay millions of dollars to
celebrities, hoping that the the stars will bring their magic to
the products and services they endorse and make them more
appealing and successful. Are the dollars well spent? Not
always. (1,334 kb)
|
Source:
|
Advertising Business,
Edited by John P. Jones, CA: Sage Publications Inc., 1999.
|
Title:
|
Using Self
Concept to Assess Advertising Effectiveness
|
Summary:
|
Presents an analytic
framework (Concept Convergence Analysis) for using psychological
variable such as self-concept to better assess advertising
effectiveness, with particular focus on image advertising. (589 kb)
|
Source:
|
Journal of
Advertising Research
JAR
(1999)
|
Title:
|
Emotional
Response to Television Commercials: Facial EMG vs. Self-Report
|
Summary:
|
As
television commercials increasingly contain emotional elements
designed both to get the viewer's attention and to communicate
the advertising message, copy pretesting is challenged to
evaluate the potential effectiveness of these emotionally
stimulating commercials and their success. The author
illustrates the promise of facial EMG validated emotion measures
in advertising research and copytesting. (375 kb)
|
Source:
|
Journal of
Advertising Research
JAR
(1999)
|
Title:
|
The Use of
Rhetorical Devices in Advertising
|
Summary:
|
This paper reports on
the effectiveness of advertisements that use rhetorical devices,
artful deviations that put a twist on the familiar, and compares
them to advertisements that do not. (317 kb)
|
Source:
|
Journal of
Advertising Research
JAR
(1999)
|
Title:
|
Promoted or
Demoted: How to Make Promotional Advertising Work Harder
|
Summary:
|
An examination of how
promotional ads in general and coupon ads in particular work. (675 kb)
|
Source:
|
Presented at the
PROMO Magazine Conferences. (1996)
|
Title:
|
How Advertising
Response Modeling (ARM) Can Increase Ad Effectiveness
|
Summary:
|
Uses two case studies
to show how Advertising Response Modeling (ARM) can help enhance
understanding of the advertising messages that are processed,
both centrally and peripherally. (675 kb)
|
Source:
|
Journal of
Advertising Research
JAR
(May/June 1994)
|
Title:
|
When
Attitudes Towards Advertising in General Influence Advertising
Success
|
Summary:
|
How general attitudes
about advertising influence people's reaction's in individual
advertisements and what implications this has for advertisers. (38 kb)
|
Source:
|
Presented at the
Annual Conference of The American Academy of Advertising. (1995)
|
Title:
|
Point of View: Recall Revisited: Recall Redux
|
Summary:
|
Day-After-Recall as a
means of determining the sales effectiveness of television
commercials is reviewed from the perspective of how it is
measured during the 1990s as opposed to a decade earlier. Both
applied and future research implications are discussed. (1449 kb)
|
Source:
|
Journal of
Advertising Research
JAR
(1994)
|
Title:
|
Using Research
to Develop a Better Message: What Matters Most
|
Summary:
|
Demonstrates how
solid research programs stretch advertising investments.
Research improves the quality of advertising messages, the most
important discretionary item we control for enhancing
advertising effectiveness. (49 kb)
|
Source:
|
Presented at the ANA
Business-to-Business Marketing Communications Conference. (1993)
|
Title:
|
Observations:
What Drives Commercial Liking?
|
Summary:
|
Results on the
relationship of commercial liking with other accepted evaluative
measures, including findings on what drives commercial liking as
illustrated with a case-history example. (226 kb)
|
Source:
|
Journal of Advertising
Research
JAR
(1992)
|
Title:
|
New
Developments in TV Copy Testing Promise Better Measures
|
Summary:
|
How TV copy testing
has evolved with particular emphasis on recent improvements. (352 kb)
|
Source:
|
Quirk's Marketing Review (1992)
|
Title:
|
The
Benefits of a Standardized Systems Approach to Copy Research
|
Summary:
|
Discusses the major
copy testing system used by Coca-Cola, in operation since the
1970's, developed to assess image advertising. It addresses
recall/intrusiveness and persuasion by using one of the popular,
standardized day-after-recall tests: G&R's
In-View service. (329 kb)
|
Source:
|
Third Annual
Advertising Research Foundation Copy Research Workshop (1986)
|
Title:
|
Sales
Effects of Print Ads
|
Summary:
|
This study showed
that exposure to just a single ad produced higher
intent-to-purchase. Immediate advertising results were
correlated with the degree of intensity of an ad's perception. (414 kb)
|
Source:
|
Journal of
Advertising Research
JAR
(1971)
|