Advertising Research
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Millward Brown Buys Dynamic Logic
WPP Group's Millward Brown said it bought online advertising research firm Dynamic Logic. The deal brings Millward Brown, ... (PERIODICAL ARTICLE)
The Multidimensional Structure of Attitude toward the Ad: Utilitarian,...
Introduction Understanding the nature of the process through how the ads influence consumer behavior has been a long-standing ... (PERIODICAL ARTICLE)
The persistence of classically conditioned brand
attitudes.
Advertising effectiveness is widely studied by both academicians and practitioners. Advertisers are concerned with developing advertising that not ... (PERIODICAL ARTICLE)
The effect of consumer prejudices on ad processing:
heterosexual...
Advertising researchers commonly develop and test advertising effects models on the assumption that audience processing of ad content ... (PERIODICAL ARTICLE)
IQ News: Ad Tracking Uniformity Is the Goal of Alliance
After six months of informal meetings, 11 leading interactive advertising networks have formed the Advertising Standards Alliance to ... (PERIODICAL ARTICLE)
The ethical framework of advertising and marketing
research practitioners:...
At the beginning of the last decade, Krugman and Ferrell (1981) noted within the pages of this journal ... (PERIODICAL ARTICLE)
Pretesting TV commercials: methods, measures, and
changing agency roles.
The methods and measures currently used for copy testing advertisements and commercials have a long history in advertising. (PERIODICAL ARTICLE)
An Empirical Test of an Updated
Relevance-Accessibility Model of...
The Relevance-Accessibility Model provides a framework for studying advertising effects on brand choice. To do this, it shifts ... (PERIODICAL ARTICLE)
IQ News: Poppe Tyson Sprouts New Advertising Research Firm
Poppe Tyson is spinning off yet another company. This time, it is in the advertising research ... (PERIODICAL ARTICLE)
Executional factors and advertising effectiveness: a
replication.
Executional Factors and Advertising Effectiveness: A Replication This article reports a replication of the Stewart and Furse (1986) ... (PERIODICAL ARTICLE)
SPECIAL TOPICS: OPENING DOORS THROUGH PICTURES AND WORDS: NEW DIRECTIONS IN...
Introduction It has been more than ten years since advertising researchers began to devote attention to the abundance ... (PERIODICAL ARTICLE)
FORTY-FOUR YEARS OF RETROSPECTIVE INTERNATIONAL ADVERTISING AND MARKETING...
Abstract We performed a systematic quantitative meta-analysis of international marketing/ advertising research with regard to standardization vs. localization ... (PERIODICAL ARTICLE)
CBS MARKETWATCH DROPS CLICKTHROUGH DATA
Site Will Focus On Other Advertising Metrics ... (PERIODICAL ARTICLE)
CBS MarketWatch Disses Clicks
No longer content to wait for an industry consensus on how to best measure online ads' effectiveness, CBS ... (PERIODICAL ARTICLE)
Metric Systems
IQ - Other media have a standard way to measure ad effectiveness - why doesn't interactive? (PERIODICAL ARTICLE)
By Hillary Rosner: Metric systems
The promise of interactive advertising is its susceptibility to measurement. But the question of just how—and what—to measure ... (PERIODICAL ARTICLE)
Dynamic Logic Takes Over DoubleClick Unit
() Dynamic Logic plans to assume DoubleClick's Ad Effectiveness research practice in a deal that gives DoubleClick a ... (PERIODICAL ARTICLE)
Speculations on the future of advertising
research.
this discussion has found its way into the published advertising literature. This does not mean that research should ... (PERIODICAL ARTICLE)
Retail advertising effectiveness.
A new survey commissioned by ADVO, Inc., has found that relatively few grocery and discount retailers are using ... (PERIODICAL ARTICLE)
Assessing the use and impact of humor on advertising
effectiveness: a...
More than $150 billion is spent on advertising in national media on an annual basis, with between 10% ... (PERIODICAL ARTICLE) | |
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1-20 (of 1248) related articles
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1-20 (of 1248) related articles
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Business Glossary 
not-for-profit corporate membership association, headquartered in New York City and founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, that oversees media research and works toward "more profitable marketing through more effective research." Key research projects in the 1990s have netted achievements representing more than $4 million worth of primary research in studies such as the Copy Research Validity Project, which redefined the area of copy testing, and the ARF/Ad Council Study to determine the impact of public service advertising. Combined membership represents more than 400 advertisers, advertising agencies, research firms, media companies, educational institutions, and international organizations.
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