Research : Advertising effectiveness

USPS Director David Mastervich discusses how several US B-to-B postal service clients have through direct mail, altered there marketing strategies to attract particular groups, thus increasing both returns and effectiveness.

If appropriately utilized, social networks have the potential to offer advertisers a variety of value propositions to suit their brand objectives. Credited with building MySpace's advertising platform, CEO and Co-Founder of SodaHead.com Jason Feffer covers the monetization and effectiveness of advertising on social networks.

This article indicates best practices for writing a creative brief.

Game-related advertising, a fairly new technology seems to have caught the eyes of some of the nation's biggest advertisers. This article explores how advertisers are utilizing computer games as a place to advertise. The article also explore challenges associated with game-related advertising including counting impressions and getting game publishers to produce term sheets so you know exactly what you are buying.

"Time-shifting," a trend affecting the industry, allows consumers to create their own TV viewing schedule. This changes the way marketers can reach the consumer. This article explores innovative ads brands have created, especially for the digital video recorder (DVR).

This snapshot presents the thoughts of Robert S. Duboff, CEO of HawkPartners, who talks about how to successfully assess the ROI of marketing.

This article discusses in-program product placements.

This article talks about steps being taken to reach out to African-Americans online.

Greg Stuart presents what the writers of "What Sticks" have to say about why many ad campaigns are ineffective.

Read about advancements in the field of neuromarketing.

Media-planning guru Erwin Ephron discusses redefining exposure measures and incorporating softer measures such as receptivity, attentiveness, and engagement into the measurement process. He also presents a case study demonstrating that a TV/radio schedule will easily outperform TV alone in reaching consumers.

This snapshot summarizes, Steve Sayre, VP of North America Marketing presentation describing how Avaya connects with its customers.

See the results of parallel surveys conducted by The American Association of Advertising Agencies and Association of National Advertisers in the spring of 2007. The survey was designed to assess agency and client attitudes and activities in four areas: 1. How agencies add value to the client's business; 2. How advertisers add value to the agency-client relationship; 3. Degree of interest in value-based compensation; & 4. Possible barriers to changing compensation methodology from cost based arrangements to value-oriented methods.

In this presentation, Marketing Evolution CEO Rex Briggs provides innovative methods of measuring ROI in the new marketing landscape. He proposes using ROMO (Return on Marketing Objective) as a model for measuring the effectiveness of advertising in the fragmented media environment.

Various factors influence the success of print advertisements. Through their Print Effectiveness Rating Service, Affinity examined the effectiveness of differing print advertisement techniques.

Ellen Oppenheim of Magazine Publishers of America shared new findings, based on client commissioned research, that showed how different media, including magazines, TV and on-line work together within the purchase funnel to improve results.

John Nardone (MMA) and Ed See (MMA) share key learnings about integrated marketing communications and its effectiveness as a strategy. Includes a discussion of synergy.

In this presentation, Andrew Jung (Kellogg Company) discusses the need for commercial ratings.

In this presentation, Rex Briggs (Evolution) provides methods of measuring ROI in the new marketing landscape.

This presentation reviews the results of a case study conducted by Pohly.

In this presentation, IAG focuses on ways of measuring viewers response to in-program placement of products. Specific examples are provided, including Ask.com on "Miami Ink." In addition, factors effecting viewers' responses to product placments are discussed.

In this presentation, Leslie Zane of The Center for Emotional Learning explores the issue of engagement and looks at the impact of emotion in consumer behavior. She also discusses the ineffectiveness of current measurement models and proposes future models (including the ARF Engagement Task Force initiative).

In this presentation, NewMediaMetrics explores their predictive Emotional Attachment theory approach based on a 1937 academic model by John Bowlby called the Attachment Theory and the Bonding Process. They also share case studies for "My Name is Earl," Burger King, and McDonalds.

In this presentation, Martin Hensel shows examples of digital editions of magazines generated by Texterity, highlights key reader research, and discusses how advertisers can use digital editions to improve ROI.

These materials review six TV copy-testing organizations and the different copy testing methodologies they undertake to measure ad effectiveness.

This presentation demonstrates how branding creates equity on both the "revenue" and "stock side" of the value equation. It also shows how to secure bigger budgets by leveraging brand equity with senior management.

Microsoft presented a marketing case study in the financial services industry and a digital ad solutions case study on their product XMOS--Cross Media Optimization Study (i.e., adding online to the communications mix).

CMOs Tom Haas of Siemens, Cie Nicholson of Pepsi, and Becky Johnson of Brinker International (Chili's) shared their insights on how to become a true growth champion.

This article explores how a marketing dashboard can help you measure efficiency and effectiveness

This article reviews the third annual ANA Marketing Accountability Task Force study.