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Will the Digital Advertising Star Dim: The Long and Short of Brand Advertising

September 12, 2017 in On Our Minds

Digital advertising expenditures have been growing faster than television and surpassed them in 2016.[1] If digital advertising is to assume the brand-building influence of TV, then several challenges will need to be addressed. Recently, advertisers have expressed concerns about the digital experience, and raised questions about the contribution of digital advertising to long-term advertising effect. […]

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A Claims Substantiation Research Primer: The Five Ws

June 1, 2017 in On Our Minds, Research Methods

Claims Substantiation studies are a specialized type of marketing research, aimed at proving or disproving claims made in advertising.  Claim research designs can vary significantly based on the type of claims to be made, and on the product category. However, as more claims cases are adjudicated, more principals for what is considered appropriate research support […]

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Football

What Your Phone Says about How Big a Super Bowl Fan You Are

January 18, 2017 in On Our Minds, Super Bowl

What type of phone you use says things about the type of person you are. According to new research from G&R, Android, iPhone, flip and land-line phone users differ demographically and attitudinally based on the kind of phone they use most often. These differences include how attentive and proactive a Super Bowl viewer you are, […]

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New fEMG Study Shows Value in Combining Neuromarketing and Survey-Based Advertising Testing

August 16, 2016 in Neuromarketing, On Our Minds

In a new study of advertising content that combined both neuro-physiological measures and traditional copy test measures, G&R has found that the two assessment approaches can yield different guidance when evaluating copy effectiveness. Commercials with strong emotional activation as measured by facial electromyography (fEMG) may not have high recall or persuasion, and visa-versa. In other […]

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Advertising Effectiveness: Problem #30

April 26, 2016 in On Our Minds

Problem: Settling for Engagement. As media choices grow, engagement has received interest as a metric for elevating cross-media assessment. All eyeballs are not equal and some media channels, particularly digital ones, assert they are better than others at delivering eyeballs that matter more to a particular brand. Engagement focuses on the qualitative side of communication […]

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Game Plan: Narrative versus Non-narrative in Super Bowl Advertising

January 26, 2016 in News & Updates, On Our Minds, Super Bowl

G&R research shows that narrative advertising helps Super Bowl advertisers improve the return they earn on their multi-million dollars investment A recently published study by communications research firm G&R shows that Super Bowl advertising is more effective when it tells a story than when it presents information. At the broad level, there are two forms […]

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Princeton National Surveys

Verba sunt potentes. G&R affiliate Princeton National Surveys introduces a new text analysis service

November 11, 2015 in News & Updates

A new support service offered by G&R’s Princeton National Surveys specializes in the extraction of meaning and sentiment from unstructured textual data. The service uses human coders to provide nuanced interpretation of what people say about brands, companies, values and messages when they respond in polls, customer feedback, social media discussion and other streams of […]

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