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Articles and Publications

Reprints | Selected Impact Articles and Press Releases | Clinics

In the course of its work, G&R has developed various points of view about advertising effectiveness and research. Listed below are some of the reprints of these observations that are available from G&R at no charge to clients, prospects and interested friends. For more information or to obtain a reprint, please call a G&R account representative at 609-730-1550 or e-mail us at:
sos@gandrllc.com.

Files are in the Adobe Portable Document Format (PDF) and require the Adobe Reader for you to view them. See below for more information about Adobe Acrobat. 

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Reprints

Title:

Going Social: Case studies of Successful Social Media Marketing, Sandeep Patnaik, Ph.D.

Summary:

In recent years there has been a tremendous increase in the growth and popularity of social media networks. A significant majority of people with access to the Internet are active participants in those sites. There is growing evidence that users of social networking sites now include people of various age groups with a significant number of active users 40 years or older with women outnumbering men in popular sites such as Facebook. This virtual explosion in social media has naturally attracted the attention of marketers and there has been a continuous effort to leverage the reach and access of social networks for brand promotion in terms of actual sales and customer service. Marketing in social media channels, however, presents its unique set of challenges. The dynamic and interactive nature of the social media demands that marketers have to be constantly engaged with the target market. So apart from money, successful social media marketing requires significant investment in time and creative input. The paper discusses some illustrative case studies of businesses creatively using social media channels, points to some future trends and suggests strategies how organizations can deal with them to their best advantage.  (523 kb)

Source:

Beyond Knowledge Management: What Every Leader Should Know. Auerbach Publications (November, 2011)

Title:

Which Broadcast Medium Better Drives Engagement? Measuring the Powers of Radio and Television with Electromyography and Skin-Conductance Measurements

Summary:

Engagement and emotional response run hand-in-hand. This article, written by James Peacock, of Peacock Research, Scott Purvis, President, G&R, and Richard L. Hazlett, of Johns Hopkins and G&R, discusses the results of a significant study that looks at some of the similarities and differences between Radio and Television in their abilities to influence the advertising messages they carry. This work is based on G&R's CERA methodology, a unique and innovative neuro-physiological system for measuring emotional response. (95 kb)

Source:

Journal of Advertising Research (Vol. 51, No. 4, 2011)

Title:

Seven Ways to Make a Bad Commercial

Summary:

Despite the fact that many advertisements we see today are brilliantly creative and effective in shaping our perceptions and attitudes toward the brands they represent, it is much easier to make a bad piece of advertising than a good one. Roger Heinemann, partner at G&R, Inc., details seven simple ways bad commercials are made and what to do about them. (297 kb)

Source:

Research World (May/June 2011)

Title:

Comparative Analysis of Emotion Measures

Summary:

A number of different approaches have emerged for measuring emotion response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer. The article was authored by our own Sandeep Patnaik, research director, G&R, and Scott Purvis, president, G&R (311 kb)

Source:

Quirk's Marketing Research Review (March 2011)

Title:

Using Quasi-Experimental Data to Develop Empirical Generalizations For Persuasive Advertising

Summary:

Quasi-experimental data provide a valid and relatively low-cost approach toward developing empirical generalizations. Using data from 240 pairs of print advertisements from five editions of the Which Ad Pulled Best series, 56 advertising principles from Persuasive Advertising by J. Scott Armstrong were analyzed. Quasi-experimental findings always agreed with experimental findings. This is impressive given that the quasi-experimental analyses - and some of the experimental analyses - involved small samples, and often used different criteria. (712 kb)

Source:

Journal of Advertising Research (June 2009)

Title:

Its Not Your Father's Magazine Ad - Magnitude and Direction of Recent Changes In Advertising Style

Summary:

Examines how the style of magazine advertisements changed between 1969 and 2002, using ads included in the Which Ad Pulled Best? (WAPB) editions published over that period. Six aspects of ad style are examined. Using contemporaneous copy test data from the WAPB editions, they show that the style elements that became more common were those that had been more effective, and those that became less common were those elements that had proved less effective. Results suggest that during this period consumers increasingly approached magazine ads as pictures to be viewed and not as documents to be read. In response, magazine advertisers adapted by altering their stylistic and design choices to give more weight to pictorial elements and less weight to verbal elements. (2003 kb)

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)

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Selected Impact Articles and Press Releases

Title:  

Giving Super Bowl Advertising a Buzz (2014) (24kb)

Title:  

Going Long: A Case for 60-Second Advertising on the Super Bowl (2012) (111kb)

Title:  

G&R Introduces Advanced Persuasion, a Multi-Dimensional Metric for Measuring Advertising Effectiveness (2011) (110kb)

Title:  

G&R Participates in ARF's Landmark NeuroStandards Collaboration Study (2011) (433kb)

Title:  

American Made on America's Game (2011) (115kb)

Title:  

Which Ad Pulled Best? 10th Edition Press Release (2010) (21kb)

Title:  

Gallup House Dedication Press Release (2010) (173kb)

Title:  

Super Bowl Advertising, in Good Times and Bad (2010) (30kb)

Title:  

Tougher Fight for this Year's Super Bowl Advertisers (2009) (27kb)

Title:  

NYIT/G&R Research Reveals Young Americans More Stressed Than Ever - Receptive to Pharmaceutical Advertising (2008) (105kb)

Title:  

Super Bowl Fans Tackle Madison Avenue (2007) (37kb)

Title:  

Have Super Bowl Commercials Been Sacked? (2006) (44kb)

Title:  

Sports Sponsorships: Dangerous Liaisons at the Olympics (2004) (174 kb)

Title:  

Research in the Digital Media: The Interactive Television Guide (2004)(96 kb)

Title:  

Towards Universals in Global Advertising Research (2004) (161 kb)

Title:  

CERA - A New System for Measuring Emotion in Advertising (2002) (120 kb)

Title:  

Newspaper Ads Show Their True Colors (2002) (179 kb)

Title:  

Who Reads DTC Advertising (2002) (617 kb)

Title:  

“Made in America” - A Federal Trade Commission Study Conducted by G&R (1996) (11 kb)

Title:  

Olympic Sponsors Garner the Gold (1996) (10 kb)

Title:  

Infomercials Gain Consumers Acceptance
(1994) (32 kb)

Title:  

On the Accuracy of Estimates of Prime Time Audience in Forthcoming TV Season (1993) (337 kb)

   

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Clinics

G&R's unique database of over 200,000 measured print ads and television commercials is an important resource for answering substantive questions about advertising performance. From time to time G&R analyzes this database and prepares clinics devoted to the solution of concrete problems in the advertising field. Subjects range from the influence of the medium on advertising effectiveness to the content and execution variables that drive intrusion and persuasion. For study costs please call us at (609)-730-1550 or e-mail us at:
sos@gandrllc.com.

Reprints | Selected Impact Articles and Press Releases | Clinics

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