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vector-toc-level-2"> <a class="vector-toc-link" href="#Post-testing"> <div class="vector-toc-text"> <span class="vector-toc-numb">2.3</span> <span>Post-testing</span> </div> </a> <ul id="toc-Post-testing-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Attention" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Attention"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>Attention</span> </div> </a> <button aria-controls="toc-Attention-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Attention subsection</span> </button> <ul id="toc-Attention-sublist" class="vector-toc-list"> <li id="toc-Attention_grabbers" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Attention_grabbers"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.1</span> <span>Attention grabbers</span> </div> </a> <ul id="toc-Attention_grabbers-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Measurements" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Measurements"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.2</span> <span>Measurements</span> </div> </a> <ul id="toc-Measurements-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Terminology" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Terminology"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>Terminology</span> </div> </a> <ul id="toc-Terminology-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-See_also" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#See_also"> <div class="vector-toc-text"> <span class="vector-toc-numb">5</span> <span>See also</span> </div> </a> <button aria-controls="toc-See_also-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle See also subsection</span> </button> <ul id="toc-See_also-sublist" class="vector-toc-list"> <li id="toc-Advertising_research_methods" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Advertising_research_methods"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.1</span> <span>Advertising research methods</span> </div> </a> <ul id="toc-Advertising_research_methods-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Notes" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Notes"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>Notes</span> </div> </a> <ul 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.sidebar-list-title,html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-list-title,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media print{body.ns-0 .mw-parser-output .sidebar{display:none!important}}</style><table class="sidebar sidebar-collapse nomobile nowraplinks hlist"><tbody><tr><th class="sidebar-title" style="background: #ddf;"><a href="/wiki/Marketing" title="Marketing">Marketing</a></th></tr><tr><td class="sidebar-above" style="border:none;"> <ul><li><a href="/wiki/Marketing_management" title="Marketing management">Management</a></li></ul></td></tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Key concepts</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Distribution_(business)" class="mw-redirect" title="Distribution (business)">Distribution</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Retail" title="Retail">Retail</a></li> <li><a href="/wiki/Service_(economics)" title="Service (economics)">Service</a></li> <li><a href="/wiki/Marketing_activation" title="Marketing activation">Activation</a></li> <li><a href="/wiki/Brand_licensing" title="Brand licensing">Brand licensing</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Co-creation" title="Co-creation">Co-creation</a></li> <li><a href="/wiki/Marketing_communications" title="Marketing communications">Communications</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Consumer_culture" title="Consumer culture">Consumer culture</a></li> <li><a href="/wiki/Dominance_(economics)" class="mw-redirect" title="Dominance (economics)">Dominance</a></li> <li><a href="/wiki/Marketing_effectiveness" title="Marketing effectiveness">Effectiveness</a></li> <li><a href="/wiki/Marketing_ethics" title="Marketing ethics">Ethics</a></li> <li><a href="/wiki/Marketing_mix" title="Marketing mix">MiX</a></li> <li><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion</a></li> <li><a href="/wiki/Market_segmentation" title="Market segmentation">Segmentation</a></li> <li><a href="/wiki/Marketing_strategy" title="Marketing strategy">Strategy</a></li> <li><a href="/wiki/Cannibalization_(marketing)" title="Cannibalization (marketing)">Cannibalization</a></li> <li><a href="/wiki/Account-based_marketing" title="Account-based marketing">Account-based marketing</a></li> <li><a href="/wiki/Digital_marketing" title="Digital marketing">Digital marketing</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product marketing</a></li> <li><a href="/wiki/Social_marketing" title="Social marketing">Social marketing</a></li> <li><a href="/wiki/Influencer_marketing" title="Influencer marketing">Influencer marketing</a></li> <li><a href="/wiki/Attribution_(marketing)" title="Attribution (marketing)">Attribution</a></li> <li><a href="/wiki/Annoyance_factor" title="Annoyance factor">Annoyance factor</a></li> <li><a href="/wiki/Horizontal_integration" title="Horizontal integration">Horizontal integration</a></li> <li><a href="/wiki/Vertical_integration" title="Vertical integration">Vertical integration</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional content</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Advertising" title="Advertising">Advertising</a></li> <li><a href="/wiki/Ambush_marketing" title="Ambush marketing">Ambush marketing</a></li> <li><a href="/wiki/Brand" title="Brand">Branding</a></li> <li><a href="/wiki/Corporate_anniversary" title="Corporate anniversary">Corporate anniversary</a></li> <li><a href="/wiki/Direct_marketing" title="Direct marketing">Direct marketing</a></li> <li><a href="/wiki/Franchising" title="Franchising">Franchising</a></li> <li><a href="/wiki/Label" title="Label">Label</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty marketing</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobile marketing</a></li> <li><a href="/wiki/Music_on_hold" title="Music on hold">On-hold messaging</a></li> <li><a href="/wiki/Personal_selling" title="Personal selling">Personal selling</a></li> <li><a href="/wiki/Premium_(marketing)" title="Premium (marketing)">Premiums</a></li> <li><a href="/wiki/Prize_(marketing)" title="Prize (marketing)">Prizes</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a href="/wiki/Corporate_propaganda" title="Corporate propaganda">Propaganda</a></li> <li><a href="/wiki/Publicity" title="Publicity">Publicity</a></li> <li><a href="/wiki/Sales_promotion" title="Sales promotion">Sales promotion</a></li> <li><a href="/wiki/Sex_in_advertising" title="Sex in advertising">Sex in advertising</a></li> <li><a href="/wiki/Underwriting_spot" title="Underwriting spot">Underwriting spot</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional media</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li> <li><a href="/wiki/Brand_ambassador" title="Brand ambassador">Brand ambassador</a></li> <li><a href="/wiki/Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></li> <li><a href="/wiki/Drip_marketing" title="Drip marketing">Drip marketing</a></li> <li><a href="/wiki/In-game_advertising" title="In-game advertising">In-game advertising</a></li> <li><a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li> <li><a href="/wiki/New_media" title="New media">New media</a></li> <li><a href="/wiki/Online_advertising" title="Online advertising">Online advertising</a></li> <li><a href="/wiki/Out-of-home_advertising" class="mw-redirect" title="Out-of-home advertising">Out-of-home advertising</a></li> <li><a href="/wiki/Point_of_sale" title="Point of sale">Point of sale</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstration</a></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Promotional_representative" title="Promotional representative">Promotional representative</a></li> <li><a href="/wiki/Visual_merchandising" title="Visual merchandising">Visual merchandising</a></li> <li><a href="/wiki/Web_banner" title="Web banner">Web banner</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word-of-mouth</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Research</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Market_research" title="Market research">Market research</a></li> <li><a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a></li> <li><a href="/wiki/Mystery_shopping" title="Mystery shopping">Mystery shopping</a></li> <li><a href="/wiki/Consumer_research" class="mw-redirect" title="Consumer research">Consumer research</a></li></ul></div></div></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Marketing" title="Template:Marketing"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Marketing" title="Template talk:Marketing"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Marketing" title="Special:EditPage/Template:Marketing"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p><b>Advertising research</b> is a systematic process of marketing research conducted to improve the efficiency of <a href="/wiki/Advertising" title="Advertising">advertising</a>. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign. </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=1" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The highlighted events of the history of advertising research include: </p><p>1879 – N. W. Ayer conducts custom research in an attempt to win the advertising business of Nichols-Shepard Co., a manufacturer of agricultural machinery.<sup id="cite_ref-H173_1-0" class="reference"><a href="#cite_note-H173-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> </p><p>1895 – Harlow Gale of the <a href="/wiki/University_of_Minnesota" title="University of Minnesota">University of Minnesota</a> mails questionnaires to gather opinions about advertising from the public.<sup id="cite_ref-H173_1-1" class="reference"><a href="#cite_note-H173-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> </p><p>1900s – George B. Waldron conducts qualitative research for Mahin’s Advertising Agency.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> </p><p>1910s – 1911 can be considered the year <a href="/wiki/Marketing_research" title="Marketing research">marketing research</a> becomes an industry. That year, J. George Frederick leaves his position as editor of <i>Printers' Ink</i> to begin his research company, the Business Bourse with clients such as General Electric and the Texas Co. Also in 1911, <a href="/wiki/Kellogg_Company" class="mw-redirect" title="Kellogg Company">Kellogg's</a> ad manager, R. O. Eastman creates the Association of National Advertisers which is now known as the Association of National Advertising Managers. The group’s first project is a postcard questionnaire to determine magazine readership. The results introduce the concept of duplication of circulation. In 1916, R. O. Eastman starts his own company, the Eastman Research Bureau which boasts clients such as <i>Cosmopolitan, Christian Herald</i>, and <a href="/wiki/General_Electric" title="General Electric">General Electric</a>.<sup id="cite_ref-H174_3-0" class="reference"><a href="#cite_note-H174-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> </p><p>1920s – In 1922, Dr. <a href="/wiki/Daniel_Starch" title="Daniel Starch">Daniel Starch</a> tests reader recognition levels of magazine and newspaper advertisements and editorial content. In 1923, Dr. <a href="/wiki/George_Gallup" title="George Gallup">George Gallup</a> begins measuring advertising readership.<sup id="cite_ref-H174_3-1" class="reference"><a href="#cite_note-H174-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> </p><p>1930s – In 1936, Dr. George Gallup validates his survey methodology by using the same tools polling voters during public elections. This allows him to successfully compare and validate his study's results against the election’s results.<sup id="cite_ref-H175_4-0" class="reference"><a href="#cite_note-H175-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p><p>1940s – Post World War II, the U.S. sees a large increase in the number of market research companies.<sup id="cite_ref-H175_4-1" class="reference"><a href="#cite_note-H175-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p><p>1950s – Market researchers focus on improving methods and measures. In their search for a single-number statistic to capture the overall performance of the advertising creative, <a href="https://en.wiktionary.org/wiki/day-after_recall_test" class="extiw" title="wiktionary:day-after recall test">Day-After-Recall</a> (DAR) is created.<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p><p>1960s – Qualitative focus groups gain in popularity.<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> In addition, some advertisers call for more rigorous measurement of the in-market effectiveness of advertising in order to provide better accountability for the large amounts being spent on advertising. In response, Seymour Smith and Associates, using <a href="/wiki/Advertising_Research_Foundation" title="Advertising Research Foundation">Advertising Research Foundation</a> data as a jumping-off point, develops the <a href="/wiki/Communicus" title="Communicus">Communicus</a> System, a comprehensive approach to isolating the in-market impact of advertising across media. </p><p>1970s – Computers emerge as business tools, allowing researchers to conduct large-scale data manipulations. (Honomichl p. 175) Multiple studies prove DAR (Recall) scores do not predict sales. The measure, <a href="https://en.wiktionary.org/wiki/persuasion" class="extiw" title="wiktionary:persuasion">persuasion</a>, also known as <a href="https://en.wiktionary.org/wiki/motivation" class="extiw" title="wiktionary:motivation">motivation</a>, is validated as a predictor of sales.<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> The measure known as “breakthrough” is re-examined by researchers who make a distinction between the attention-getting power of the creative execution (<a href="https://en.wiktionary.org/wiki/attention" class="extiw" title="wiktionary:attention">attention</a>) and how well <a href="https://en.wiktionary.org/wiki/brand" class="extiw" title="wiktionary:brand">“branded”</a> the ad is (<a href="https://en.wiktionary.org/wiki/brand_linkage" class="extiw" title="wiktionary:brand linkage">brand linkage</a>).<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> Herbert Krugman seeks to measure <a href="/wiki/Copy_testing#Non-Verbal_Measures" title="Copy testing">non-verbal measures</a> biologically by tracking brain wave activities as respondents watch commercials. (Krugman) Others experiment with galvanic skin response, voice pitch analysis, and eye-tracking.<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> </p><p>1980s – Researchers begin to view commercials as a “structured flow of experience” rather than a single unit to be rated on the whole, creating <a href="/wiki/Copy_testing#Moment-by-Moment_Measures" title="Copy testing">moment-by-moment systems</a> such as the dial-a-meter.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> </p><p>1990s – <a href="/wiki/Ameritest" title="Ameritest">Ameritest Research</a> creates <a href="https://en.wiktionary.org/wiki/Picture_Sorts" class="extiw" title="wiktionary:Picture Sorts">Picture Sorts</a> to provide accurate non-verbal measurements in a moment-by-moment system. Picture Sorts results are graphed to visually represent commercial viewers' moment-by-moment image recognition (<a href="https://en.wiktionary.org/wiki/Flow_of_Attention" class="extiw" title="wiktionary:Flow of Attention">Flow of Attention</a>), positive and negative feelings (<a href="https://en.wiktionary.org/wiki/Flow_of_Emotion" class="extiw" title="wiktionary:Flow of Emotion">Flow of Emotion</a>), and brand values (<a href="https://en.wiktionary.org/wiki/Flow_of_Meaning" class="extiw" title="wiktionary:Flow of Meaning">Flow of Meaning</a>).<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> Trends in in-market tracking include a greater focus on the multimedia nature of entire advertising campaigns. </p><p>2000s – <a href="/wiki/Global_Marketing" class="mw-redirect" title="Global Marketing">Global advertisers</a> seek an integrated marketing research system that will work worldwide so they can compare results across countries.<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> For a look at trends predicted for advertising research in the 21st century, see <a href="/wiki/Copy_testing#The_Future:_Seven_Trends" title="Copy testing">Seven Trends for the Future</a>. Dr. Robert Heath publishes the seminal and controversial monograph “The Hidden Power of Advertising” which challenged the traditional models used in advertising research and shows how most advertising is processed at an emotional level (not a rational level). His monograph leads to re-examination of in-market research approaches that compare the behaviors of those who have seen advertising versus those who have not, such as the <a href="/wiki/Communicus" title="Communicus">Communicus</a> System, and the development of brand new pretesting systems such as the OTX AdCEP system.<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Types">Types</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=2" title="Edit section: Types"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>There are two types of research, customized and syndicated. Customized research is conducted for a specific client to address that client’s needs. Only that client has access to the results of the research. Syndicated research is a single research study conducted by a research company with its results available, for sale, to multiple companies.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> Pre-market research can be conducted to <a href="/wiki/Global_Marketing" class="mw-redirect" title="Global Marketing">optimize advertisements for any medium</a>: radio, television, print (magazine, newspaper or direct mail), outdoor billboard (highway, bus, or train), or Internet. Different methods would be applied to gather the necessary data appropriately. Post-testing is conducted after the advertising, either a single ad or an entire multimedia campaign has been run in-market. The focus is on what the advertising has done for the brand, for example increasing brand awareness, trial, frequency of purchasing. </p> <div class="mw-heading mw-heading3"><h3 id="Pre-testing">Pre-testing</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=3" title="Edit section: Pre-testing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Pre-testing, also known as <a href="/wiki/Copy_testing" title="Copy testing">copy testing</a>, is a specialized field of marketing research that determines an ad’s effectiveness based on consumer responses, feedback, and behavior. Pre-testing is conducted before implementing the advertisement to customers. The following methods can be followed to pre-test an advertisement: </p> <ul><li>Focus group discussion</li> <li>In-depth interview</li> <li>Projective techniques</li> <li>Checklist method</li> <li>Consumer jury method</li> <li>Sales area test</li> <li>Questionnaire method</li> <li>Recall test</li> <li>Readability test</li> <li>Eye movement test</li></ul> <div class="mw-heading mw-heading3"><h3 id="Campaign_pre-testing">Campaign pre-testing</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=4" title="Edit section: Campaign pre-testing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>A new area of pre-testing driven by the realization that what works on TV does not necessarily translate in other media. Greater budgets allocated to <a href="/wiki/Digital_media" title="Digital media">digital media</a> in particular have driven the need for campaign pre-testing. The addition of a media planning tool to this testing approach allows advertisers to test the whole campaign, creative and media, and measures the synergies expected with an integrated campaign.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Post-testing">Post-testing</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=5" title="Edit section: Post-testing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Post-testing/<a href="/wiki/Ad_Tracking" class="mw-redirect" title="Ad Tracking">Tracking studies</a> provide either periodic or continuous in-market research monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes. Some post-testing approaches simply track changes over time, while others use various methods to quantify the specific changes produced by advertising—either the campaign as a whole or by the different media utilized. </p><p>Overall, advertisers use post-testing to plan future advertising campaigns, so the approaches that provide the most detailed information on the accomplishments of the campaign are most valued. The two types of campaign post-testing that have achieved the greatest use among major advertisers include continuous tracking, in which changes in advertising spending are correlated with changes in brand awareness, and longitudinal studies, in which the same group of respondents are tracked over time. With the longitudinal approach, it is possible to go beyond brand awareness, and to isolate the campaign's impact on specific behavioral and perceptual dimensions, and to isolate campaign impact by media.<sup id="cite_ref-IntegratedCommunication_16-0" class="reference"><a href="#cite_note-IntegratedCommunication-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Attention">Attention</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=6" title="Edit section: Attention"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In advertising research, <b>attention</b> is the <a href="/wiki/Qualitative_research" title="Qualitative research">qualitative</a> measure of an advertisement's effectiveness in arousing interest in a viewer.<sup id="cite_ref-:0_17-0" class="reference"><a href="#cite_note-:0-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Measuring_Attention_18-0" class="reference"><a href="#cite_note-Measuring_Attention-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> Qualitative is a measurement that is based on peoples emotions and opinions of the advertisement.<sup id="cite_ref-:1_19-0" class="reference"><a href="#cite_note-:1-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> </p><p><a href="https://en.wiktionary.org/wiki/focus_group" class="extiw" title="wikt:focus group">Focus Group</a> based methodologies can be used to collect qualitative responses which inform a measure of attention to an advertisement in a simulated environment. One example of this is a "dummy advertising vehicle test," in which a test <a href="https://en.wiktionary.org/wiki/television_advertisement" class="extiw" title="wikt:television advertisement">Television Advertisement</a> is shown with control ads in a controlled environment designed to simulate a commercial break on television. The test ad is embedded alongside either directly competitive advertising, or ads from non-competing product categories, depending on the advertiser's preference. Respondents are asked the question "Which of these ads did you find interesting?" If the test ad is spontaneously mentioned, then that response is counted toward the attention score.<sup id="cite_ref-Young_20-0" class="reference"><a href="#cite_note-Young-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Dummy_Vehicle_21-0" class="reference"><a href="#cite_note-Dummy_Vehicle-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> </p><p><a href="/wiki/Quantitative_research" title="Quantitative research">Quantitative</a> techniques such as <a href="https://en.wiktionary.org/wiki/eye_tracking" class="extiw" title="wikt:eye tracking">Eye Tracking</a> are used to measure attention and spontaneous response to marketing messages.<sup id="cite_ref-Measuring_Attention_18-1" class="reference"><a href="#cite_note-Measuring_Attention-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> Quantitative measurements are based on data and numbers that are gathered from studies based on how people react to the advertisements .<sup id="cite_ref-:1_19-1" class="reference"><a href="#cite_note-:1-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> Attention data using this methodology can be collected in a variety of simulated environments such as at home or work, as well as across a variety of different screens and devices. In addition to measuring attention, this data can be used by advertisers to optimize the design and placement of advertisements.<sup id="cite_ref-Tobii_Fields_of_Use_22-0" class="reference"><a href="#cite_note-Tobii_Fields_of_Use-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Attention_grabbers">Attention grabbers</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=7" title="Edit section: Attention grabbers"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Advertisers like to make people feel things in order to gain their attention. This can be done in a number of ways; </p> <ul><li>Association – Using images that you associate with something good or a good feeling.<sup id="cite_ref-:2_23-0" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Call to action – "Buy today" a way to remove doubt about the next step<sup id="cite_ref-:2_23-1" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Claim – Letting you know how to products helps you and works<sup id="cite_ref-:2_23-2" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Color – Different colors are said<sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Manual_of_Style/Words_to_watch#Unsupported_attributions" title="Wikipedia:Manual of Style/Words to watch"><span title="The material near this tag may use weasel words or too-vague attribution. (December 2020)">according to whom?</span></a></i>]</sup> to bring out different emotions in people. Companies carefully choose the colors they use in their logos and advertisement based on the feeling they want to portray.<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup></li> <li>Games and activities – A commercial that is in the form of a game for you to experience in a more fun way. This helps you understand it better.<sup id="cite_ref-:2_23-3" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Humor – Using ads to make you laugh and so that it will be a funny memory that you remember.<sup id="cite_ref-:2_23-4" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Hype – Words like amazing and incredible making products seem "hyped"<sup id="cite_ref-:2_23-5" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Language – Companies use language to get attention. Words that induce humor, fear, excitement are memorable.<sup id="cite_ref-:2_23-6" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Must-have – A product that you must have and is popular<sup id="cite_ref-:2_23-7" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Fear – Solving something that you have to worry about like smelly shoes<sup id="cite_ref-:2_23-8" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Prizes, sweepstakes, and gifts – The chance of winning something for free to attract attention<sup id="cite_ref-:2_23-9" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Repetition – Repeating your idea or message so that consumers remember it.<sup id="cite_ref-:2_23-10" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Sales and price – Discounts prices so that a product looks like a better deal<sup id="cite_ref-:2_23-11" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Sense appeal – Using content that appeals to your 5 senses.<sup id="cite_ref-:2_23-12" class="reference"><a href="#cite_note-:2-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li> <li>Size – Larger images will attract attention more than smaller images.<sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup></li> <li>Special ingredients – Showing that this product works better than others because of this special ingredient.</li> <li>Testimonials and endorsements – Using the power of celebrities and their following to grab attention and be convincing.<sup id="cite_ref-26" class="reference"><a href="#cite_note-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading3"><h3 id="Measurements">Measurements</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=8" title="Edit section: Measurements"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Eye-tracking techniques can be measured by observing the eye movement and pupil dilation when looking at an advertisement.<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Terminology">Terminology</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=9" title="Edit section: Terminology"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Adcept" title="Adcept">Adcept</a></li> <li><a href="/wiki/Advertising" title="Advertising">Advertising</a></li> <li><a href="/wiki/Brand_awareness" title="Brand awareness">Awareness</a></li> <li><a href="/wiki/Brand_preference" title="Brand preference">Brand preference</a></li> <li><a href="/wiki/Shockvertising" class="mw-redirect" title="Shockvertising">Shockvertising</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=10" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1236090951">.mw-parser-output .hatnote{font-style:italic}.mw-parser-output div.hatnote{padding-left:1.6em;margin-bottom:0.5em}.mw-parser-output .hatnote i{font-style:normal}.mw-parser-output .hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">Further information: <a href="/wiki/Media_context_studies_(Advertising_research)" title="Media context studies (Advertising research)">Media context studies (Advertising research)</a></div> <style data-mw-deduplicate="TemplateStyles:r1184024115">.mw-parser-output .div-col{margin-top:0.3em;column-width:30em}.mw-parser-output .div-col-small{font-size:90%}.mw-parser-output .div-col-rules{column-rule:1px solid #aaa}.mw-parser-output .div-col dl,.mw-parser-output .div-col ol,.mw-parser-output .div-col ul{margin-top:0}.mw-parser-output .div-col li,.mw-parser-output .div-col dd{page-break-inside:avoid;break-inside:avoid-column}</style><div class="div-col" style="column-width: 22em;"> <ul><li><a href="/wiki/Advertising_agency" title="Advertising agency">Advertising agency</a></li> <li><a href="/wiki/Advertising_management#How_does_advertising_work?_Theories_of_advertising_effects" title="Advertising management">Advertising effects: theoretical overview</a></li> <li><a href="/wiki/Advertising_management" title="Advertising management">Advertising management</a></li> <li><a href="/wiki/Advertising_media_selection" title="Advertising media selection">Advertising media selection</a></li> <li><a href="/wiki/Attention_economy" title="Attention economy">Attention economy</a></li> <li><a href="/wiki/AIDA_(marketing)" title="AIDA (marketing)">AIDA</a></li> <li><a href="/wiki/Ameritest" title="Ameritest">Ameritest</a></li> <li><a href="/wiki/Brand_awareness" title="Brand awareness">Brand awareness</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Brand" title="Brand">Brand</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Communicus" title="Communicus">Communicus</a></li> <li><a href="/wiki/Cross-sectional_data" title="Cross-sectional data">Cross-sectional data</a></li> <li><a href="/wiki/DAGMAR_marketing" title="DAGMAR marketing">DAGMAR</a></li> <li><a href="/wiki/Frequency_(marketing)" title="Frequency (marketing)">Frequency (marketing)</a></li> <li><a href="/wiki/Global_Marketing" class="mw-redirect" title="Global Marketing">Global Marketing</a></li> <li><a href="/wiki/Guerrilla_marketing" title="Guerrilla marketing">Guerrilla marketing</a></li> <li><a href="/wiki/Impulse_purchase" title="Impulse purchase">Impulse purchase</a></li> <li><a href="/wiki/Infomercials" class="mw-redirect" title="Infomercials">Infomercials</a></li> <li><a href="/wiki/Integrated_marketing_communications" class="mw-redirect" title="Integrated marketing communications">Integrated marketing communications</a></li> <li><a href="/wiki/Marketing" title="Marketing">Marketing</a></li> <li><a href="/wiki/Marketing_communications" title="Marketing communications">Marketing communications</a></li> <li><a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a></li> <li><a href="/wiki/Mass_media" title="Mass media">Mass media</a></li> <li><a href="/wiki/Media_planning" title="Media planning">Media planning</a></li> <li><a href="/wiki/Motivation" title="Motivation">Motivation</a></li> <li><a href="/wiki/New_media" title="New media">New media</a></li> <li><a href="/wiki/David_Ogilvy_(businessman)" title="David Ogilvy (businessman)">David Ogilvy</a></li> <li><a href="/wiki/Panel_analysis" title="Panel analysis">Panel analysis</a></li> <li><a href="/wiki/Positioning_(marketing)" title="Positioning (marketing)">Positioning (marketing)</a></li> <li><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion</a></li> <li><a href="/wiki/Promotional_mix" title="Promotional mix">Promotional mix</a></li> <li><a href="/wiki/Selective_perception" title="Selective perception">Selective perception</a></li> <li><a href="/wiki/Reach_(advertising)" title="Reach (advertising)">Reach (advertising)</a></li> <li><a href="/wiki/Television_advertisement" title="Television advertisement">Television advertisement</a></li> <li><a href="/wiki/Viral_marketing" title="Viral marketing">Viral marketing</a></li> <li><a href="/wiki/Web_analytics" title="Web analytics">Web analytics</a></li></ul></div> <div class="mw-heading mw-heading3"><h3 id="Advertising_research_methods">Advertising research methods</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=11" title="Edit section: Advertising research methods"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Ad_tracking" title="Ad tracking">Ad tracking</a></li> <li><a href="/wiki/AttentionTracking" title="AttentionTracking">AttentionTracking</a></li> <li><a href="/wiki/Copy_testing" title="Copy testing">Copy testing</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="Notes">Notes</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=12" title="Edit section: Notes"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-H173-1"><span class="mw-cite-backlink">^ <a href="#cite_ref-H173_1-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-H173_1-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text">Honomichl p.173</span> </li> <li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text">Honomichl pp.173-174</span> </li> <li id="cite_note-H174-3"><span class="mw-cite-backlink">^ <a href="#cite_ref-H174_3-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-H174_3-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text">Honomichl p. 174</span> </li> <li id="cite_note-H175-4"><span class="mw-cite-backlink">^ <a href="#cite_ref-H175_4-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-H175_4-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text">Honomichl p.175</span> </li> <li id="cite_note-5"><span class="mw-cite-backlink"><b><a href="#cite_ref-5">^</a></b></span> <span class="reference-text">Young, p.6</span> </li> <li id="cite_note-6"><span class="mw-cite-backlink"><b><a href="#cite_ref-6">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite id="CITEREFTom_Greenbaum" class="citation web cs1">Tom Greenbaum. <a rel="nofollow" class="external text" href="http://www.groupsplus.com/pages/oxymoron.htm">"Internet Focus Groups: An Oxymoron"</a>. 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G. (2001) The Hidden Power of Advertising. Admap Monograph No. 7. World Advertising Research Centre. 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Retrieved <span class="nowrap">2021-11-17</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=Consumer+Information&rft.atitle=It%27s+All+About+the+Technique&rft.date=2013-07-16&rft_id=https%3A%2F%2Fwww.consumer.ftc.gov%2Farticles%2F0375-its-all-about-technique&rfr_id=info%3Asid%2Fen.wikipedia.org%3AAdvertising+research" class="Z3988"></span></span> </li> <li id="cite_note-27"><span class="mw-cite-backlink"><b><a href="#cite_ref-27">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFBiałowąsSzyszka2019" class="citation cs2">Białowąs, Sylwester; Szyszka, Adrianna (2019), Romanowski, Robert (ed.), <a rel="nofollow" class="external text" href="https://bogucki.home.pl/repozytorium/9788379862771-6.pdf">"Eye-tracking in Marketing Research"</a> <span class="cs1-format">(PDF)</span>, <i>Managing Economic Innovations – Methods and Instruments</i>, Bogucki Wydawnictwo Naukowe, pp. <span class="nowrap">91–</span>104, <a href="/wiki/Doi_(identifier)" class="mw-redirect" title="Doi (identifier)">doi</a>:<span class="id-lock-free" title="Freely accessible"><a rel="nofollow" class="external text" href="https://doi.org/10.12657%2F9788379862771-6">10.12657/9788379862771-6</a></span>, <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-83-7986-277-1" title="Special:BookSources/978-83-7986-277-1"><bdi>978-83-7986-277-1</bdi></a><span class="reference-accessdate">, retrieved <span class="nowrap">2020-12-02</span></span></cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Managing+Economic+Innovations+%E2%80%93+Methods+and+Instruments&rft.atitle=Eye-tracking+in+Marketing+Research&rft.pages=%3Cspan+class%3D%22nowrap%22%3E91-%3C%2Fspan%3E104&rft.date=2019&rft_id=info%3Adoi%2F10.12657%2F9788379862771-6&rft.isbn=978-83-7986-277-1&rft.aulast=Bia%C5%82ow%C4%85s&rft.aufirst=Sylwester&rft.au=Szyszka%2C+Adrianna&rft_id=https%3A%2F%2Fbogucki.home.pl%2Frepozytorium%2F9788379862771-6.pdf&rfr_id=info%3Asid%2Fen.wikipedia.org%3AAdvertising+research" class="Z3988"></span></span> </li> </ol></div></div> <div class="mw-heading mw-heading2"><h2 id="Further_reading">Further reading</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=13" title="Edit section: Further reading"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li>Banks, Ivana Bušljeta, Patrick De Pelsmacker, and Shintaro Okazaki, eds. <i>Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising</i> (Springer, 2014)</li> <li>Cheng, Hong, ed. <i>The Handbook of International Advertising Research</i> (2014)</li> <li>Honomichl, J. J. <i>Honomichl on Marketing Research</i>, Lincolnwood, IL: NTC Business Books, 1986.</li> <li>Kim, Kyongseok, et al. "Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to 2010." <i>Journal of advertising</i> 43#3 (2014): 296-316.</li> <li>Thorson, Esther and Moore, Jeri. <i>Integrated Communication: Synergy of Persuasive Voices.</i> (Lawrence Erlbaum Associates, Inc., 1996)</li> <li>Verlegh, Peeter, Hilde Voorveld, and Martin Eisend, eds. <i>Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative</i> (Springer, 2015)</li> <li>Young, Charles E., <i>The Advertising Research Handbook</i>, Ideas in Flight, Seattle, WA, April 2005, <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/0-9765574-0-1" title="Special:BookSources/0-9765574-0-1">0-9765574-0-1</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="External_links">External links</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Advertising_research&action=edit&section=14" title="Edit section: External links"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a rel="nofollow" class="external text" href="http://www.aef.com/on_campus/classroom/educational_materials/1751">Advertising Educational Foundation</a>, streamed video of Good-Bye Guesswork: How Research Guides Today's Advertisers</li></ul> <p><br /> </p> <div class="navbox-styles"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1236075235">.mw-parser-output .navbox{box-sizing:border-box;border:1px solid #a2a9b1;width:100%;clear:both;font-size:88%;text-align:center;padding:1px;margin:1em auto 0}.mw-parser-output .navbox .navbox{margin-top:0}.mw-parser-output .navbox+.navbox,.mw-parser-output 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communication">Haptic communication</a></li> <li><a href="/wiki/Imitation" title="Imitation">Imitation</a></li> <li><a href="/wiki/Synchronization#Human_movement" title="Synchronization">Interpersonal synchrony</a></li> <li><a href="/wiki/Laughter" title="Laughter">Laughter</a></li> <li><a href="/wiki/Oculesics" title="Oculesics">Oculesics</a> <ul><li><a href="/wiki/Eye_contact" title="Eye contact">Eye contact</a></li> <li><a href="/wiki/Pupillary_response" title="Pupillary response">Pupil dilation</a></li></ul></li> <li><a href="/wiki/Olfactic_communication" title="Olfactic communication">Olfaction</a></li> <li><a href="/wiki/Posture_(psychology)" title="Posture (psychology)">Posture</a></li> <li><a href="/wiki/Proxemics" title="Proxemics">Proxemics</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Speech" title="Speech">Speech</a></th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div 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0.25em"> <ul><li><a href="/wiki/Emoticon" title="Emoticon">Emoticon</a> / <a href="/wiki/Smiley" title="Smiley">Smiley</a></li> <li><a href="/wiki/One-bit_message" title="One-bit message">One-bit message</a> <ul><li><a href="/wiki/Missed_call" title="Missed call">Missed call</a></li></ul></li> <li><a href="/wiki/Silent_service_code" title="Silent service code">Silent service code</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Unconscious_communication" title="Unconscious communication">Unconscious</a></th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Microexpression" title="Microexpression">Microexpression</a></li> <li><a href="/wiki/Non-verbal_leakage" title="Non-verbal leakage">Non-verbal leakage</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Multi-faceted</th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Affect_display" title="Affect display">Affect display</a></li> <li><a href="/wiki/Deception" title="Deception">Deception</a></li> <li><a href="/wiki/Emotion_recognition" title="Emotion recognition">Emotion recognition</a></li> <li><a href="/wiki/First_impression_(psychology)" title="First impression (psychology)">First impression</a></li> <li><a href="/wiki/Intimate_relationship" title="Intimate relationship">Intimacy</a></li></ul> </div></td></tr></tbody></table><div></div></td></tr></tbody></table><div></div></td></tr><tr><td colspan="2" class="navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"></div><table class="nowraplinks mw-collapsible mw-collapsed navbox-subgroup" style="border-spacing:0"><tbody><tr><th scope="col" class="navbox-title" colspan="2"><div id="Broader_concepts97" style="font-size:114%;margin:0 4em">Broader concepts</div></th></tr><tr><td colspan="2" class="navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Basic_interpersonal_communicative_skills" class="mw-redirect" title="Basic interpersonal communicative skills">Basic interpersonal communicative skills</a></li> <li><a href="/wiki/Communication" title="Communication">Communication</a></li> <li><a href="/wiki/Emotional_intelligence" title="Emotional intelligence">Emotional intelligence</a></li> <li><a href="/wiki/Nunchi" title="Nunchi">Nunchi</a></li> <li><a href="/wiki/People_skills" title="People skills">People skills</a></li> <li><a href="/wiki/Semiotics" title="Semiotics">Semiotics</a></li> <li><a href="/wiki/Social_behavior" title="Social behavior">Social behavior</a></li> <li><a href="/wiki/Social_cue" title="Social cue">Social cue</a></li> <li><a href="/wiki/Social_competence" title="Social competence">Social competence</a></li> <li><a href="/wiki/Social_skills" title="Social skills">Social skills</a></li> <li><a href="/wiki/Unsaid" title="Unsaid">Unsaid</a></li></ul> </div></td></tr></tbody></table><div></div></td></tr><tr><td colspan="2" class="navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"></div><table class="nowraplinks mw-collapsible mw-collapsed navbox-subgroup" style="border-spacing:0"><tbody><tr><th scope="col" class="navbox-title" colspan="2"><div id="Further_information97" style="font-size:114%;margin:0 4em">Further information</div></th></tr><tr><td colspan="2" class="navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"></div><table class="nowraplinks navbox-subgroup" style="border-spacing:0"><tbody><tr><th scope="row" class="navbox-group" style="width:1%">Disorders</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Aprosodia" title="Aprosodia">Aprosodia</a> <ul><li><a href="/wiki/Asperger_syndrome" title="Asperger syndrome">Asperger syndrome</a></li> <li><a href="/wiki/Autism" title="Autism">Autism</a></li> <li><a href="/wiki/Fragile_X_syndrome" title="Fragile X syndrome">Fragile X</a></li> <li><a href="/wiki/Pervasive_developmental_disorder_not_otherwise_specified" title="Pervasive developmental disorder not otherwise specified">Pervasive developmental disorder not otherwise specified</a></li> <li><a href="/wiki/Childhood_disintegrative_disorder" title="Childhood disintegrative disorder">Childhood disintegrative disorder</a></li> <li><a href="/wiki/Rett_syndrome" title="Rett syndrome">Rett syndrome</a></li></ul></li> <li><a href="/wiki/Dyssemia" title="Dyssemia">Dyssemia</a></li> <li><a href="/wiki/Nonverbal_learning_disorder" title="Nonverbal learning disorder">Nonverbal learning disorder</a></li> <li><a href="/wiki/Social_(pragmatic)_communication_disorder" title="Social (pragmatic) communication disorder">Social (pragmatic) communication disorder</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Neuroanatomy" title="Neuroanatomy">Neuroanatomy</a></th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Limbic_system" title="Limbic system">Limbic system</a> / <a href="/wiki/Limbic_lobe" title="Limbic lobe">Limbic lobe</a></li> <li><a href="/wiki/Mirror_neuron" title="Mirror neuron">Mirror neuron</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Applications</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Cold_reading" title="Cold reading">Cold reading</a></li> <li><a href="/wiki/Lie_detection" title="Lie detection">Lie detection</a></li> <li><a href="/wiki/Freudian_slip" title="Freudian slip">Freudian slip</a></li> <li><a href="/wiki/Tell_(poker)" title="Tell (poker)">Poker tell</a></li> <li><a href="/wiki/Attention_(advertising)" class="mw-redirect" title="Attention (advertising)">Targeted advertising</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Technology</th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Computer_processing_of_body_language" title="Computer processing of body language">Computer processing of body language</a></li> <li><a href="/wiki/Emotion_recognition_in_conversation" title="Emotion recognition in conversation">Emotion recognition in conversation</a></li> <li><a href="/wiki/Gesture_recognition" title="Gesture recognition">Gesture recognition</a></li> <li><a href="/wiki/List_of_facial_expression_databases" title="List of facial expression databases">List of facial expression databases</a></li> <li><a href="/wiki/Sentiment_analysis" title="Sentiment analysis">Sentiment analysis</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Key people</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Ray_Birdwhistell" title="Ray Birdwhistell">Ray Birdwhistell</a></li> <li><a href="/wiki/Charles_Darwin" title="Charles Darwin">Charles Darwin</a></li> <li><a href="/wiki/Paul_Ekman" title="Paul Ekman">Paul Ekman</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Related</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"></div><table class="nowraplinks navbox-subgroup" style="border-spacing:0"><tbody><tr><td colspan="2" class="navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Animal_communication" title="Animal communication">Animal communication</a></li> <li><a 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