Subject Index
 

'Everyone is going to be talking touchpoints as the year progresses.' This was Mark Ritson's prediction in the first edition of Marketing Magazine in 2007. But how is this new focus going to affect th ...

In this Forum article, Adele Gritten addresses the challenges facing the media industry as a result of the concurrent trends of media and brand proliferation, market saturation and technological devel ...

In this introduction to Admap's focus on media research, Roderick White ponders the changing and increasing complex world of media planning (now appropriately renamed channel or communication planning ...

Because the vast majority of our cognitions, including decision making and emotional reactions, occur below the level of conscious awareness, Peter Laybourne and Dr David Lewis (from Neuroco, a neurom ...

Tim Broadbent, director of BrandCon Ltd, argues that little has changed in the world of pre-testing in the last forty years. Pre-testing is not predictive (of sales, anyway), and usually misused (dif ...

Howard Moskowitz, president and founder of Moskowitz Jacobs Inc, looks at the current use of the internet for gathering market research data both in the USA and Europe. He goes on to consider potenti ...

This piece introduces six articles focusing on developments in market research. The key issues facing the industry are seen as: internet and on-line research, new observational and ethnographical tech ...

Terry Prue, senior partner The HPI Research Group, argues that communication campaigns via non-traditional media deserve proper evaluation just as much as those using main media. He demonstrates this ...

Andrew Green, of billets connections, looks at the fundamentals of TV audience research and outlines four ways to make it more relevant to efficient planning. He starts by explaining the new ARF medi ...

This article is a tribute to Ernest Dichter, whose introduction of motivation research (MR) left a legacy of ideas that shaped advertising practice and study in the twentieth century. His pioneering c ...

Given the espoused importance of replication by researchers, there is still surprisingly little evidence of its practice in advertising research. In this paper, we apply Berthon et al.'s (2002) replic ...

Nick Head describes the changes in techniques of trend monitoring. He introduces Cultural Trends Monitor (CTM) which looks at leading magazines and newspapers and collates primary and secondary resear ...

This article is a tribute to Ernest Dichter, whose introduction of motivation research (MR) left a legacy of ideas that shaped advertising practice and study in the twentieth century. His pioneering c ...

At the MRS Conference, 2000, Rupert Howell in a keynote speech attacked the research industry for failing to innovate or adapt to change. The authors take up the challenge of trying to understand the ...

The author comments on the latest thinking on sponsorship evaluation research in the USA. Sponsorship in this context is mainly sponsored Internet and TV/Radio programmes. He describes the developme ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1991, Hale ...

This short article introduces the role of the ARF Retail Consortium, as an industry knowledge sharing process. The author sees the ARF taking us from McLuhan's concept of conventional media creating t ...

This article describes the winning submissions to the ARF's 1998 David Ogilvy Awards Programme, which show how research has contributed to successful advertising campaigns. Winners discussed are the ...

Today's research professionals are reshaping agencies. In the past they collected data, summarized the facts and performed statistical tests on the information. Today's researchers are part consultant ...

Argues that advertising may be endangered by the impact of short-term technology-based reporting at much greater frequency, from scanner data etc., which will reduce the willingness of managers to mak ...

Provides the full text version (PDF format) of Alan Hedges’ classic book, ‘Testing to Destruction’, reissued by the IPA in 1997. In sum, the book is about the ways in which research can help to make a ...

Control over advertising research budgets and initiatives has continued to shift to the advertiser. This trend will likely continue - as will a growing gap between advertiser and agency in use of quan ...

Michael J. Naples, on relinquishing the presidency, reviews the past, present and future objectives, structures and achievements of the ARF, and the challenges ahead for advertising research.

This paper addresses two topics: I'll talk primarily about the first -- the evolution of U. S. advertising research over the past 15 years and briefly about the second -- the evolution of U. S. advert ...

Describes how Goodyear Tyre & Rubber Company tests advertising copy and evaluates it. The ARS system is used for copy-testing. PRPs (Persuasion Rating Points) derived from ARS are used in tracking as ...

This seminar was devoted to a current assessment of attitudes and use of the effective frequency concept in media planning. A number of papers were given.

This handbook was published so as to bring together in a convenient form 11 previous ARF papers intended to establish guidelines for the best practice in the areas listed below. The bracketed years s ...

Research designed specifically to measure the progress of advertising campaigns in the market - monitoring research - is underused and underdeveloped, as can be shown from the author's analysis of 25 ...

Research suggested that there is considerable ignorance of formal models of advertising effects amongst account planners, though agencies using them favoured the hierarchy-of-effects variants. There w ...