Josefa D. Martín-Santana, Pedro Reinares-Lara and Eva Reinares-Lara, Journal of Advertising Research, Vol. 56, No. 3, 2016, pp. 274-288
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.
David Hoo and Michael von Gonten, ARF Experiential Learning, Audience Measurement 8.0, 2013
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.
Yongick Jeong, Hai Tran and Xinshu Zhao, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 87-101
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.
Jeff Boehme and Mitzi Lorentzen, Admap, December 2011, pp. 10-12
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.
Institute of Advertising Practitioners in Ireland, Silver, AdFx Awards, 2008
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.
Erk Maassen, Robert Buckeldee and Clémentine Fischer, ESOMAR, Healthcare Conference, Rome, February 2008
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.
Allan R. Kuse and Margaret H. Blair, Journal of Advertising Research, Vol. 44, No. 1, March 2004, pp. 71-89
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.
Erwin Ephron and Colin McDonald, Admap, September 2002, Issue 431, pp. 30-31
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.
Frank Biocca, Yung Kyun Choi and Prof Gordon E Miracle, The Journal of Interactive Advertising, Vol. 2, No. 1, Fall 2001
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.