G&R: Advertising Research & Consulting
Messaging Strategy • Advertising Effectiveness • Market Insights
Thoughts on the Use of Online Opinion Polling by a Gray Lady and a Peacock To qualify candidates for the recent 2015 GOP debate, Fox News used results from polls conducted by Bloomberg, CBS News, Fox News, Monmouth University and Quinnipiac University. The fact that all five studies were conducted via telephone is not a […]
Marketing ROI calculations often measure activities such as sales, inquires, and clicks to gauge the effectiveness of a program. The strength is that these measure what someone actually does, as opposed to what he or she says they will do. However, activities, even ones as concrete as sales, are short-term behaviors; what someone does today […]
Many of today’s commercials over-use entertainment to engage audiences. A well-known celebrity, an amusing spokesperson, a well-told story, a parade of appealing images will attract audiences and increase ad liking. But when a TV spot or a print ad relies too heavily on liking, the core selling message is often missed and the full power […]
Social Media helps advertisers improve the return they earn on their multi-million dollars investments Social Media has changed the game for Super Bowl advertisers. A recent study by communications research firm, G&R, shows that social media enables advertisers to multiply the efficiency of their advertising investment by increasing the number of people who see the […]
Corporate advertising is sometimes portrayed as a wasteful use of corporate resources. Critics say it is self-indulgent ego-stroking by management that often backfires to reflect negatively on the company and/or is seen by consumers who don’t like or understand it. (See typical talking points with a good example of how not to do corporate advertising […]
In-context, Full-audience, Pre-Test of Mobile Ads In today’s mobile marketplace, advertisers and agencies face the daunting challenge of using smaller ad formats to engage audiences who have shorter attention spans. Better tools than click-based analyses are needed to understand why people respond as they do to mobile content, how such ads can be improved, and […]
An infographic showing G&R’s findings from our annual Super Bowl survey. For more detailed information, click here.
Super Bowl watching is a social experience. We watch the game eagerly for its pomp and competitiveness, but also to assemble with friends and family, be part of a community, and engage with others as the show and the advertising unfold. We share food and drink. We talk before during and after the game. And, […]
A leading biopharmaceutical company was preparing to launch a new product into the U.S. market. Concerned about the fallout from potential negative news reports about the product, they developed a consumer directed messaging program to help answer potential consumer questions and concerns about the product. They enlisted G&R to pre-test the communications program. G&R recommended […]
Ad research pioneers George Gallup and Horace Schwerin had mixed opinions about the value of norms. They understood the theoretical importance of benchmarking, but they also understood the knowable and unknowable error that all benchmarks have. Indeed, Horace Schwerin once commented that he believed copy tests should be conducted without norms. It was his view […]