Hostname: page-component-cb9f654ff-fg9bn Total loading time: 0 Render date: 2025-09-04T22:40:23.874Z Has data issue: false hasContentIssue false
  • English
  • Français

Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in the Business

Published online by Cambridge University Press:  07 May 2004

MARGARET H. BLAIR  and
ALLAN R. KUSE
MARGARET H. BLAIR
Affiliation:
The ARS Group MHBlair@ars-group.com
ALLAN R. KUSE
Affiliation:
The ARS Group ARKuse@ars-group.com
Get access

Abstract

The intelligence, measurement, knowledge, models, and desktop “best practice” tools discussed in this article are the types of “products” being developed by the 21st-century business researchers who are determined to add quantifiable value to the business enterprise—and the fact-based support being used by the brand and agency teams that are determined to win in the marketplace, quarter-to-quarter and year-to-year. By accounting for, improving, and achieving a return on advertising investments consistent with quarterly business objectives, what is traditionally viewed as a “cost of doing business” can be transformed to “wise investments in the business.”

Information

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 1 , March 2004 , pp. 71 - 89
Copyright
© Copyright © 1960-2004, The ARF

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

Article purchase

Temporarily unavailable

References

REFERENCES

Adams, Anthony J. “Advertising Research.” In Dartnell's Advertising Manager's Handbook, Fourth Edition, David Bushko, ed. Chicago, IL: The Dartnell Corporation, 1997.
Adams, Anthony J., and Margaret H. Blair. “Persuasive Advertising and Sales Accountability: Past Experience and Forward Validation.” Journal of Advertising Research 32, 2 (1992): 20–25.Google Scholar
The ARS Group. Advertising Caused Awareness and Trial: ARS Predictive Validity for New Brand Advertising. Evansville, IN: The ARS Group, 1983.
The ARS Group. “Better Practices for Improving Advertising Performance.” Better Practices in Advertising, Issue 1 (2002): 1–2.Google Scholar
The ARS Group. Brand Performance Before and After Firstep Testing. Evansville, IN: The ARS Group, 2001.
The ARS Group. Campbell's Prego: An Advertising Success Case. Evansville, IN: The ARS Group, 1996.
The ARS Group. The Effective Delivery of Advertising and Commercial Wearout. Evansville, IN: The ARS Group, 1997a.
The ARS Group. Lessons Learned: A Case Study. Evansville, IN: The ARS Group, 1997b.
The ARS Group. More About Recall. Evansville, IN: The ARS Group, 1997c.
The ARS Group. Summary of The ARS Group's Global Validation and Business Implications. Evansville, IN: The ARS Group, 2004.
The ARS Group. Update on ARS Persuasion Levels for Firstep Videos and Resulting Executions. Evansville, IN: The ARS Group, 2001.
The ARS Group. “Using ARS Validated Drivers Can Help Improve ARS Persuasion Scores ‘a Couple of Points'!” Quality Measurement in Advertising 5, 1 (2000): 7.Google Scholar
Ashley, S.R. “How to Effectively Compete Against Private-Label Brands.” Journal of Advertising Research 38, 1 (1998): 75–82.Google Scholar
Bean, Bill. “Oscar Mayer Lunchables: The In-Market Effects of Advertising.” In Transcript Proceedings of rsc T.Q. Advertising Success Forum I. Evansville, IN: The ARS Group, 1995.
Blair, Margaret H. “An Empirical Investigation of Advertising Wearin and Wearout.” Journal of Advertising Research 27, 6 (1987): 45–50.Google Scholar
Blair, Margaret H. “Moving Beyond GRPs to PRPs: Another Major Challenge for the 21st Century.” Presented at the Advertising Research Foundation Twelfth Annual Electronic Media Workshop, December 1993.
Blair, Margaret H., and Michael J. Rabuck. “Advertising Wearin and Wearout: Ten Years Later.” Journal of Advertising Research 38, 5 (1998): 7–18.Google Scholar
Blair, Margaret H., and Hans-Willi Schroiff. “Advertising: Today's Sale or Brand Building for Tomorrow?” Presented at the Advertising Research Foundation Annual Convention, March 2000.
Buzzell, R.D. “Predicting Short-Term Changes in Market Share as a Function of Advertising Strategy.” Journal of Marketing Research 1, 3 (1964): 27–31.Google Scholar
Conlin, Ronald P. “Goodyear Advertising Research: Past, Present, and Future.” Journal of Advertising Research 34, 3 (1994): 7–10.Google Scholar
Cox, Doug. “The Citrucel Case Study.” In Transcript Proceedings of rsc T. Q. Advertising Success Forum I. Evansville, IN: The ARS Group, 1995.
Dodd, A.R., Jr. “New Study Tells TV Advertisers How Advertising Builds Sales and Share of Market.” Printers' Ink, May 8, 1964.Google Scholar
Ephron, Erwin. “More Weeks, Less Weight: The Shelf-Space Model of Advertising.” Journal of Advertising Research 35, 3 (1995): 18–23.Google Scholar
Ephron, Erwin, and Gerry Pollak. “Finding the Other Half.” Presented at ARF/ESOMAR Conference, June 2003.
Jones, John Philip. “Does Advertising Produce Sales Today or Sales Tomorrow?” Journal of Marketing Communications 1, 1 (1995): 1–11.Google Scholar
Jones, John Philip. The Ultimate Secrets of Advertising. Thousand Oaks, CA: SAGE Publications, Inc., 2001.
Kelly, P.J. “The Schwerin Model: How You Can Use It to Build Your Share of Market.” Printers’ Ink, May 8, 1964.Google Scholar
Lodish, L.M. “Key Findings from the ‘How Advertising Works’ Study.” In Transcript Proceedings of the ARF Marketplace Advertising Research Workshop. New York, NY: Advertising Research Foundation, 1991.
Masterson, Peggy. “The Wearout Phenomenon.” Marketing Research 11, 3 (1999): 26–31.Google Scholar
Media Marketing Assessment, Inc., and Information Resources, Inc. AdWorks2, Report of presentation, 1999.
Mondello, Mike. “Turning Research into Return-on-Investment.” Journal of Advertising Research 36, 4 (1996): 2–6.Google Scholar
Murphy, M.P. “Empirical Evidence of the Effect of Advertising on Sales.” Speech presented in Toronto to the Professional Marketing Research Society, October 1968.
Ogilvy, David. Ogilvy on Advertising. New York, NY: Random House, 1983.
Rabuck, Michael J. “Don't Sell Short Ads Short: Trends in TV Commercial Length in the U.S.” Presented at the ARF Week of Workshops, October 2002.
Ray, Michael L. “Introduction to the Special Section: Measurement and Marketing Research—Is the Flirtation Going to Lead to a Romance?” Journal of Marketing Research 16, 1 (1979): 1–5.Google Scholar
Raymond, Miner. Advertising That Sells: A Primer for Product Managers. Cincinnati, OH: Black Rose, 1989.
Reichel, Walter. “Beyond ‘Effective Frequency’: How to Maximize Marketplace Impact Using New Data-Based Approaches to Media Scheduling.” In Transcript Proceedings of the ARF Effective Frequency Research Day. New York, NY: Advertising Research Foundation, 1994.
RELEAS. Empowering the Relaunch of Research. From the Global Research Online Workshop of RELEAS3, January 2003.
RELEAS. “Realizing the Vision for Market/Business Research.” Presentation distributed by RELEAS, 2002.
Shepard, Barry, and Susan R. Ashley. “Developing and Managing Advertising with a More Positive Return on Investment.” Presented at the ARF Annual Conference, April 2002.
Shirley, Dan. “From Copy Testing and Diagnostics to Process-Driven Improvement: A Paradigm Shift in Advertising Development.” ANA/The Advertiser, April/May 1999.
Stalk, G., P. Evans, and L.E. Shulman. “Competing on Capabilities: The New Rules of Corporate Strategy.” Harvard Business Review, March/April 1992.
Stewart, David W., and David H. Furse. “Analysis of the Impact of Executional Factors on Advertising Performance.” Journal of Advertising Research 24, 6 (1984): 23–26.Google Scholar