Kyung-Ah Byun, Doori Song and Mikyoung Kim, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 207-226
Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.
Michael Hess, Marketing Accountability Standards Board, Research on WARC, Accountable Marketing, July 2016
This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.
Nicki Newman and Caroline J. Oates, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 579-598
Children spend the majority of their leisure time watching screens of various kinds (television, computer, mobile phone, tablet) through which they can potentially be exposed to many commercial messages.
Stephen D. Rappaport, Journal of Advertising Research, Vol. 54, No. 1, 2014, pp. 110-118
Editor’s Note: As the Advertising Research Foundation (ARF) prepares to come off press with The Digital Metrics Field Guide—The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email, the Journal asked author Stephen D.
Iryna Pentina and David G. Taylor, The Journal of Interactive Advertising, Vol. 13, Issue 2 2013
Daily-deal sites such as Groupon and Living Social have seen explosive growth over the past few years, but many firms are struggling to craft effective messages that will appeal to consumers' deal-seeking motivations.
Edward Malthouse, Mark Vandenbosch, Su Jung Kim and Bobby Calder, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment.
Dave Cameron, Chris Gregory and Daryl Battaglia, Journal of Advertising Research, Vol. 52, No. 3, 2012, pp. 333-338
A transition to new digital channels is transforming the age-old marketing practice of couponing. By personalizing the display of coupons, retailers and marketers can help consumers cut through the coupon clutter and more easily find the coupons that will motivate them to purchase.
Claire Spencer with Paul Baines, Admap, January 2012, pp. 10-12
The 'orchestration' model represents a new way of constructing and integrating messages across channels, whereby the communication dances to the same brand tune but can play out differently across media.
Steve Messenger and Ray Higgs, Admap, May 2011, pp. 30-32
By using online planning tools that assess the shopper consequences and sales uplifts for each promotional trigger, marketers can accurately evaluate the effectiveness of shopper activation programmes.
Scott Koslow and Gerard J. Tellis, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 87-100
Scanner-panel data have long been important for understanding advertising’s effects. Although the nature of advertising often has been investigated with scanner-panel data, the nature and value of scanner-panel data itself have rarely been considered.