Consumers Think Surveys are the Best Way to Get Reactions to Advertising

Companies use a variety of research techniques to gauge the effectiveness of their advertising. Among the most common are surveys, analyses of social media reactions, and the measurement of brain activity. Sometimes, more than one approach is used, with each having its own strengths and weaknesses. According to a recent G&R study, consumers are still […]



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Cell Towers

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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