Advertising research in the 21st century

Kristen C. Remington and E. Ann Hollier

This paper describes a research method for evaluating television advertising copy that is new to both advertising and the Internet.

Advertising Research In The 21st Century

A new method for the Internet age

E. Ann Hollier Senior Vice President for Research, DiscoverWhy, Inc., United States. andKristen C. Remington Manager of Marketing Information, Terra Lycos, S.A., United States.

INTRODUCTION

As the Internet comes of age, we are experiencing a research paradigm shift bigger than any that has occurred in nearly half a century. In the 1950s Gallup abandoned door-to-door interviews in favor of telephone polling, thus ushering in the era of modern-day market research. Now, we are witnessing a mass migration of market research from the telephone...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands