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Will the Digital Advertising Star Dim: The Long and Short of Brand Advertising

Digital advertising expenditures have been growing faster than television and surpassed them in 2016.[1] If digital advertising is to assume the brand-building influence of TV, then several challenges will need to be addressed. Recently, advertisers have expressed concerns about the digital experience, and raised questions about the contribution of digital advertising to long-term advertising effect. […]

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A Claims Substantiation Research Primer: The Five Ws

Claims Substantiation studies are a specialized type of marketing research, aimed at proving or disproving claims made in advertising.  Claim research designs can vary significantly based on the type of claims to be made, and on the product category. However, as more claims cases are adjudicated, more principals for what is considered appropriate research support […]


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