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Videos

Injecting emotion into campaign effectiveness

Is it possible to test whether branded content met its campaign objectives? See how the BBC combined the latest in emotion tracking tech with devilish psych methods to product a new research tool that is taking the advertising world by storm.

Catalogue: Congress 2018
Author: Hamish McPharlin
September 23, 2018

Research papers

Permission to launch

Together with Kantar, Zappi conducted a research study to determine the trends and creative traits that can help advertisers maximize efficiency. We tested 20 video ads across four categories using our consumer insights platform. This paper shares...

Catalogue: Congress 2018
Authors: Andy Gallagher, Babita Earle
Companies: ZappiStore, Kantar
September 23, 2018

Research papers

Injecting emotion into campaign effectiveness

Is it possible to test whether branded content met its campaign objectives? See how the BBC combined the latest in emotion tracking tech with devilish psych methods to product a new research tool that is taking the advertising world by storm. In 2017...

Catalogue: Congress 2018
Author: Hamish McPharlin
September 23, 2018

Videos

Permission to launch

Together with Kantar, Zappi conducted a research study to determine the trends and creative traits that can help advertisers maximize efficiency. We tested 20 video ads across four categories using our consumer insights platform. This paper shares...

Catalogue: Congress 2018
Authors: Andy Gallagher, Babita Earle
Companies: ZappiStore, Kantar
September 23, 2018

Research papers

Testing television advertising using interactive television

This paper introduces several new methods aimed at improving ad testing. The power of interactive television and scientific statistical techniques are leveraged to create a unified methodology to test ads. The methodology makes three specific...

Catalogue: ESOMAR Net Effects 2001
Authors: Joshua D. Clinton, John S. Lapinski
February 11, 2001

Research papers

Advertising research

A company communicates with its consumers in many different ways: media, the product itself, its packaging, its display material, personal communication, public relations, advertising and information about sponsoring. Although many of the...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Flemming Hansen
September 1, 1998

Research papers

Some of the knowledge gained from 10 years experience of advertising monitoring in the building society market in Nordrhein-Westfalen

For 10 years, Infratest has been continuously investigating the relevance of building society advertising for the LBS in North Rhine-Westphalia. It is shown that the question commonly used in such advertising tracking studies is problematic and how...

Catalogue: ESOMAR Congress 1989
Authors: Rolf Pfleiderer, Gunter Luke
Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH
September 15, 1989

Research papers

Some of the knowledge gained from 10 years experience of advertising monitoring in the building society market in Nordrhein-Westfalen (German)

For 10 years, Infratest has been continuously investigating the relevance of building society advertising for the LBS in North Rhine-Westphalia. It is shown that the question commonly used in such advertising tracking studies is problematic and how...

Catalogue: ESOMAR Congress 1989
Authors: Rolf Pfleiderer, Gunter Luke
June 15, 1989

Research papers

Economic VS. non-economic measures of advertising efficiency

Most advertising designs work with non-economic indicators on the level of information and attitude. Thus, a methodological problem - tests with economic advertising control are very difficult to execute - is substituted by another one. For the...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Author: Sabine Wüst
Company: GfK
June 15, 1988