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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.

Research Paper

This paper argues that marketing mix models are not useful, and that the mix models currently in use, either the original format or the newer VAR style, systematically understate the true effects of advertising.

Research Paper

Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads.

Article

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of the effectiveness of different television commercial lengths.

Research Paper

This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl.

Article

The challenge of evaluating advertising effectiveness today has intensified as consumers are more actively multi-tasking on digital devices, exponentially increasing the likelihood of potential lost audiences and ad avoidance.

Research Paper

The purpose of this study is to examine how brand recall and recognition are affected by non-editorial clutter in mega-event broadcasting.

Article

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of radio spot length.

Article

About 320m Chinese consumers are estimated to watch an average of one hour's worth of online video every day, and this paper profiles the opportunities and challenges of China's online video market.

Research Paper

A number of studies in the psychological and marketing literature have focused on the effects of message spacing on consumer memory and judgement.

Article

This summary from the Advertising Research Foundation offers an overview of Erwin Ephron's point of view on advertising frequency and the role of frequency in media planning.

Research Paper

Although half the length of a 30-second ad, the media cost of a 15-second advertisement is between 60 to 80 percent that of a 30-second advertisement.

Case Study

Despite its strength in the business segment, telecommunications company Telefónica O2 was not a popular brand among teenagers in the Irish Republic and faced significant competition from rival mobile network Meteor.

Article

This article argues that 15-second TV spots are not long enough, and that 30-seconds are more effective, because of how the human brain works.

Research Paper

This paper outlines a new pre-testing tool designed to identify which piece of direct mail will generate the best in-market response.

Research Paper

This paper explores consumer responsiveness to advertising, in order to establish the relationship between product sales and individuals' exposure to advertising.

Research Paper

Consumers shop differently for OTC products than for their groceries. Advertising effectiveness, the relevance of shelf-based awareness, consumer ‘buzz’ and the role of the professional are key influences, and all present new challenges to the marketer.

Research Paper

The elusive, often hoped for and most desirous forms of data for most advertising researchers are single source data.

Research Paper

In the early 1990s various studies showed the importance of advertising likeability for advertising effectiveness.

Research Paper

The intelligence, measurement, knowledge, models, and desktop “best practice” tools discussed in this article are the types of “products” being developed by the 21st-century business researchers who are determined to add quantifiable value to the business enterprise—and the fact-based support being used by the brand and agency teams that are determined to win in the marketplace, quarter-to-quarter and year-to-year.

Article

Erwin Ephron and Colin McDonald question the validity of Adstock as a scheduling device. They describe the Adstock concept - that individual ad exposures do not stand alone and that every advertising treatment has a decaying process usually expressed as a 'half life' The authors believe that Adstcock, as a scheduling device, is flawed because it confuses systemic changes in the brand with a lagged effect of its advertising.

Case Study

This paper on an anti-domestic abuse campaign is based on a Scottish crime survey that estimated that one in five women have experienced abuse at some time in their lives.

Research Paper

The purposes of this research were to contribute to advertising theory and practice. The theoretical contributions are to understanding and predicting the relationships between presence and advertising effectiveness employing an anthropomorphic agent in the Web advertisement.

Case Study

Describes the current anti-domestic abuse campaign for The Scottish Executive: `Domestic Abuse - There's No Excuse'.

Article

This paper demonstrates that household panel data can be used to improve our understanding of how advertising impacts our consumers to deliver the measured volumetric responses we observe.