The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

Ad Testing

Ad testing

Historical Context

Growing in Use and in Controversy

Advertising research grew dramatically in the 1950s, as television burst onto the media scene. However, in the 1980s, marketers shifted some of their attention towards measuring sales promotions. This was at least partly due to the emergence of weekly scanner-based data on sales. Scanner-based data provided direct evidence of the short-term effects which in-store promotions have on packaged goods brand sales; consequently, spending on ad testing declined, at least in proportion to sales promotion measurement. Whether high times or low, ad testing has been frequently embroiled in controversy.

David Ogilvy and Leo Burnett were great ad men and great advocates of advertising testing. In 1994, David Ogilvy puzzled, “Most creative people today detest research, and I've never ...

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