Knowledge at Hand

A quick reference for information on a wide range of industry subjects from fundamental to leading edge.

KaH: Television Advertising Wearout

TV advertising wearout has bedeviled marketers for decades. At what point does a TV ad lose its potency? Or the reverse – how much media weight is needed before a TV ad starts to wear in and impact the business? Does it vary by category? No matter the outcome, it’s key to remember is that while individual commercials may fade, a strong advertising strategy rarely loses its luster.  Read More.

KaH: When Brands Go Dark

The decision to scale back or eliminate the advertising budget is never easy for marketers and to “go dark” can have various causes, from a broad economic recession to narrower industry or company-specific revenue or growth challenges. Whatever the cause, “going dark” has both short- and long-term implications. Read More.

KAH: Optimizing Mobile Survey Research

The number of consumers starting surveys on their smartphones has grown more than 8x the rate of the industry’s growth. Yet drop-offs rates are 20% higher than on PC. The ARF has developed guidelines to overcome this challenge and optimize mobile survey responses. Read More.

KaH: Introduction to Neuroscience and Biometric Marketing Research Methods

Neuroscience-based marketing research offers new tools for improving advertising creative and testing methods. After conducting two research projects, the ARF has concluded that these methods have the potential to provide important new insights for evaluating commercials and other visual/print stimuli and for identifying creative executions that sell more. The ARF also offers recommendations to strengthen the use of neuroscience-based research. Read More.

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