Advertising cannot compete with sales-promotion and direct-marketing activities in generating short-term sales effects. But in the long term, the cumulative force of strategically sound media advertising can achieve results that cannot be equaled by sales promotion or other marketing activities.
Given the greater effectiveness of new product advertising, one of the most common marketing mistakes is failure to take advantage of this inherent benefit i. Perhaps no other industry has a failure rate as high as the advertising industry with the exception of the promotion industries, direct-marketing industries, telemarketing industries, and other alternatives to traditional advertising. The persistently high advertising-failure rate results primarily from the lack of an accurate feedback mechanism—a lack of testing and evaluation.
Among commercials that are effective, the degree of sales effectiveness can vary greatly from one commercial to the next. One commercial might be several times more effective than another.
This indicates that the quality of advertising tends to be more important than the quantity of advertising. Nevertheless, the quantity of advertising i. Limited online surveys or telephone tracking research that can even be done with modest budgets can monitor the cumulative effects of advertising upon awareness, brand image, and consumer attitudes. This is one of the simplest and most effective ways to make sure that your advertising is doing its job. Recall of specific messages from advertising is not a very good indicator of advertising effectiveness, and some very effective commercials produce little measurable message recall.
Message recall is a positive factor, but its importance should not be overstated. Brand registration , however, is always important as opposed to message or element recall. Failure to register the brand name is one of the most common advertising mistakes. The next time you review your advertising, just make sure that the brand name is clearly stated and clearly shown in the commercial.
If your brand name is not easy to remember, then more emphasis must be placed on the brand name in commercials. Ultimate truth is elusive. Advertising effectiveness cannot be determined by any one measure, such as persuasion or recall.
Recall is a good measure for some commercials, but not for others. Purchase intent works reasonably well for new products, but not so well for established products. A large number of important variables must be examined in concert to judge the potential effectiveness of advertising. Advertising that offends the viewer, or is in poor taste, is almost always ineffective. If viewers like a commercial, its chances of being effective are improved.
Likeability, however, is not sufficient in and of itself to ensure advertising success. Advertising works in the arms of sound strategy. What messages must the advertising communicate? What images should the advertising project? These are strategy issues, and they bring us to this conclusion: Several research techniques are available to identify and resolve strategy issues before creative development begins.
Homework and hard work are more likely to yield effective advertising than creative brilliance and flashes of creative genius. Great advertising evolves from research feedback, tinkering, and tweaking. Pretesting each commercial is a laboratory experiment, an opportunity to learn how to re-edit current creative and how to make the next commercial even better.
Big egos creative egos, client egos, research egos, and agency egos are barriers to the creation of effective advertising, because big egos tend to substitute wish and emotion for thinking, reasoning, and objectivity. If your agency or your client is unwilling to make creative adjustments—based upon objective consumer feedback—to improve the creative product, then you have the wrong agency or the wrong client.
Show it to members of your target audience and see how they react. No one not the client, the agency, or the researcher is smart enough to know how consumers will perceive and react to a given commercial. Show the new commercial and a couple of old ones, and ask some consumers which one would most influence their interest in buying the brand.
The latter method is surprisingly accurate, but often leads to a messy divorce. Once you have chosen an advertising-testing system, stick with it so that you the agency, the creatives, the brand managers, and the researchers all learn how to use and how to interpret the test results for your product category and your brand.
No testing system is perfect. No testing system can be used blindly. A large dose of intelligent human judgment must always be incorporated into the advertising-evaluation process. We are looking for immediately actionable research findings, and as a result we are looking for empirical papers. Given our strong practitioner readership, please place particular emphasis on practitioner implications of the research findings.
Any questions or to submit abstracts for feedback — please contact the Editor-in-Chief: We have run several special issues previously involving Neuroscience in Advertising, and it is still a topic of great interest to scholars as well as to practitioners. There have been criticisms raised about neuro research and the resulting conclusions being drawn, however. Some have found problems with tools involved and data that is full of noise. All of this requires careful screening by knowledgeable individuals to purify the results.
As this field is rapidly evolving, it is important to present cutting-edge results that advance our knowledge of which tools are best in the proper circumstances, and how to avoid mistaken readings of resulting data. Given the importance of this topic for the advertising industry and given the research priorities of the Advertising Research Foundation, I would like to reopen this topic for discussion.
Successful submissions will be published in JAR in To be considered, papers should contribute to both advertising theory and practice. Given our strong practitioner readership, particular emphasis is on practitioner implications of the research findings.
We also welcome papers critical of the contribution of neuroscience as given the enthusiasm around these methods. Neuro techniques could focus on eye tracking, galvanometers, fMRIs, facial recognition software, skull cap sensors, virtual goggles, etc. The following list is an indicative, but not exhaustive, list of areas where we are seeking submissions:.
Maximum length for papers is 7, words, with shorter papers encouraged. Authors can use appendices for material useful, but not central to the paper. The best paper submitted may be invited to present their research at a suitable ARF conference to showcase their research to a wide practitioner audience.
Tags: advertising essays, advertising papers, advertising research papers, advertising term paper, business essays, sample research paper ← Essay on Peace A Good Man is Hard to Find Essay → Client testimonials.
Advertising campaigns actually inspire emotions in individuals, and exploring the connection between a person’s happiness and their exposure to advertisements is an intriguing paper topic. You may have to dig for research, but it’s an incredible topic if you’re up to the challenge.
Advertising Strategies - Advertising Strategies research papers examine the campaigns designed by companies in order to encourage people to purchase a particular good or . 1 Marketing Research Paper Connie F. Dents MKT/ April 16, Sean Duclaux 2 Marketing Research Paper Kudler Fine Foods is an upscale food store that specializes in specialty food, domestic, and imported wines. Kudler Fine Foods are located in the Metropolitan area of San Diego California.
New Digital First articles added on e-cigarette marketing and native advertising. BEST PAPER WINNERS. The JAR Best Paper Winners are available now online with open access. Journal of Advertising Research Apr , JAR; DOI: /JAR Load more. Back to top. Most Read;. Marketing Research White Papers. Free white papers and articles on different marketing research techniques. Topics range from advertising research, to innovation, to concept testing and product testing, to win-loss evaluation. These articles detail the best practices for research. All articles were written by marketing research professionals.