Agencies, suppliers: Advertising research and tracki...

 

Consumers who have seen a brand's campaign on different media have a greater propensity to buy that brand than those only experiencing its marketing in one media channel, according to this article. T

This article on technology brands in Latin America emphasizes the need for the sector's advertisers to build emotional bonds with consumers. The authors argue that although technology brands have tra

Consumers who have experienced a brand online can be more likely to like and buy the brand in question, according to this study of Japanese cosmetic brands. The article is based on 2007-2009 data fro

This article analyses the motivations of shoppers at the UK supermarket groups: Tesco, Sainsbury's and Asda. The author argues that supermarkets which promote some benefits - for instance price promot

This article explains the methodology behind - and the application of - IntenTrack, a consumer tracking study created by Starcom MediaVest Group (SMG) to investigate how different media influence peop

This paper describes how we are building TROI (Touchpoints Return on Investment), a new approach to tracking multiple touchpoints. For the first time marketers can see the impact on their brand of wor ...

Gordon Pincott, global development director at Millward Brown, describes the history of advertising tracking (as conducted by Millward Brown) and the development of the ubiquitous Awareness index (AI) ...

Arie den Boon, CEO of Daphne Communication Management BV, and Colin McDonald, describe the benefits of Daphne (the Dynamic Advertising Performance model), a proprietary modelling process and software ...

Over seven successive years, 3,100 radio campaigns were studied. The findings and results of each campaign aggregated into the database enable the key factors for a successful radio campaign to be det ...

The authors discuss the importance of assessing advertising effectiveness and relating this to return on investment. They feel that measures must relate to the stage a brand occupies in the brand lif ...

The author, from Lambesis Inc, describes the background, philosophy and methodology of Lreport.com - a youth tracking study started in July 2000, that purports to identify macro-trends, micro-trends ...

Discusses the challenges of moving to the Internet as a research vehicle, and argues that many of the issues come back to some traditional research debates. Reviews tend to gloss over some of the diff ...

Describes and argues for the value of the ARS Persuasion Test system (rsc) for pretesting advertising. Points discussed and illustrated: ARS scores correlate with short term and long term brand share ...

Describes how Millward Brown in the US have compensated for the relative lack of media consumption data (as compared to the UK) by adding media consumption questions to ad tracking surveys. The includ ...

What marketing needs is an integrated and single source system reflecting both manufacturer and consumer concerns. The Stochastic Reaction Monitor provides compatible data in terms of share of stimulu ...

It has taken a relatively short time for Millward Brown to evolve from a small agency in the United Kingdom to our first work in Asian markets in 1987 - a third stage in steady globalization of the co ...