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Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

Article

This article outlines what marketers must do to reach consumers in the short moments available to them, with case studies that include successful campaigns from adidas, MINI and Purdey's.

News

NEW YORK: Findings in the latest issue of the Journal of Advertising Research (JAR) offer advertisers some quantitative insights on one of marketing's most vexing – and longest standing – concerns: what is the ideal length of a television spot? ...

Research Paper

The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.

News

JAKARTA: Some eight in ten consumers across South East Asia use their mobile phones while watching television, especially during advertising breaks, according to a leading Facebook executive.

Article

This article provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Research Paper

This paper explores the use of EMO Scan, a software-based facial expression recognition tool, as the core passive measurement tool to test a TV program, focusing on the emotional response to the stimuli.

Research Paper

Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.

Research Paper

This study analysed advergames on top online gaming websites for children. The content of 131 websites was analysed to see whether each site contained advergames, particularly advergames for food products, and the way the advergames were presented to children.

Case Study

This case study describes how Carambar, the French confectionery, reactivated love for a previously iconic brand and revitalised sales.

Article

This event report summarises the key issues discussed at Warc's Next Generation Research conference, which included storytelling, neuromarketing, mobile research and social media.

Research Paper

The branded pause advertisement is a recently developed online television-advertising format that displays a full-screen still-image banner ad whenever a viewer pauses a streaming-video program.

Research Paper

Advergames, blending advertising messages with interactive games, aggressively target young children online.

Research Paper

This study explores how message delivery may differ for television commercials that appear in various pod positions.

Research Paper

Great sums of marketing dollars are spent on television advertising time in the absence of precise audience-size information for individual advertising units.

News

SYDNEY: Media habits are evolving rapidly in Australia, as consumers attempt to find the right balance between traditional and digital channels.

Case Study

MTV, the music and entertainment TV broadcaster, wanted to continue attracting new young viewers to its channels in Spain.

Case Study

MTV, the music and entertainment TV broadcaster, needed to capture the attention of young people in Spain.

Research Paper

The Journal of Advertising Research has been instrumental in supporting new ideas about how advertising works, no matter how unpopular their implications.

Article

This paper offers advice on how to stretch marketing budgets during times of recession or economic difficulty when there’s increasing pressure from the CEO to do 'more with less'.

Article

This paper offers an overview of the 100 years the ANA has been in existence. It incorporates events in society, politics, science, culture and marketing, and also includes a short history of the day in 1910 the ANA was founded.

Research Paper

This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials during programming breaks would reduce channel changing.