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Published December 14 th 2016

How to Conduct Advertising Research

Advertising research will help you understand your customers and prospects so you can design the perfect campaign and then measure its success.

Strawberries and cream. Rock and roll. Research and analysis. Some things just work well together.

Advertising research brings together two strategies together to help improve your marketing from two different approaches. It takes a 360-degree view to maximize the lessons you can take from each marketing campaign.

The first is about laying the foundations for good marketing: understanding your audience. The second is a retrospective look at how the campaign performed, allowing you to retain elements that worked and remove ones that didn’t.

What is advertising research?

Advertising research is a specialized form of market research which aims to discover which ads will be most effective with the existing and potential customer base. It does this both through detailed research before a campaign and by analyzing the success of the campaign.

The aim of advertising research is to understand your customers and their motivations better so that you can produce better ads that demonstrate why your product meets their needs. Once you have an understanding of the people you are targeting, an analysis of the campaign will tell you how successful the campaign was, and help you to iterate your campaigns to continually improve results.

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Conducting social media research: how to find real consumer insights.

Social is a rich source of data but only if you know how to conduct good social media research. This post explains the methods for finding consumer insights

Conducting pre-campaign advertising research

The advertising research carried out before the campaign is about understanding your audience. There will be different groups of prospects and customers. The research should uncover the different market segments so you can target your campaign at specific groups.

Online surveys can be easily set up with sites like Survey Monkey, and are one of the best ways to understand your customers. This allows you to ask specific questions, although you need to take response bias into account and carefully consider the questions you ask. It might be fun to find out their favorite Madonna songs, but too many questions may mean a smaller response rate.

Google Analytics

Analytics can tell you more than the amount of traffic you are receiving. The Audience tab shows geography, interests, and a range of demographics.

Keyword research

Conducting online keyword research is the foundation of SEO, but it also tells you what consumers are interested in and the relative level of interest. It also helps to reveal the language being used to talk about these topics.

Customer reviews

Reading customer reviews can highlight common problems or wishes for a product and common frustrations.

Q&A sites

Sites like Quora contain questions and crowdsourced answers on a wide range of topics, including discussions about brands. These sites can give you an idea of the questions and concerns that people have in relation to your service or product.

Competitor analysis

Looking at your competitors’ websites and social media accounts can provide useful information about consumers that are shopping in your vertical but have chosen not to buy from your brand. Don’t hate on them; find a way to make them come around to your side.

Blog comments

Does your blog have comments enabled? If so, reading through any comments is a good way of discovering questions your audience might have.

Google Trends and Consumer Barometer

Google Trends can help you to understand if a topic is becoming more or less popular. The Consumer Barometer  allows you to build interactive charts with various filters applied, although the questions are limited to consumer online behavior.

Syndicated data

Government data is available which is free and can help you understand a group, and  several other sources  can also be accessed for free.

Twitter Insiders

Twitter Insiders is a 12,000 strong focus group of US and UK Twitter users who can be asked to perform a range of activities over a four to six week period. It’s an interesting concept of a focus group at scale.

Social media

Comments on your social media profile or posts can be a good source of information. Likes, shares, and other social media metrics can be useful to understand how popular your campaign is.

Social intelligence

To really make the most of social media, and turn millions of organic conversations into a giant focus group, you need a good social listening platform. A tool like Brandwatch will allow you to gain an in-depth research into your audience and the segments within it, as this guide to social media research demonstrates .

The simple audience research starts by searching for mentions of your brand and products. You can then look at the inbuilt details about these people. All mentions are marked up with gender, profession, location and interests when they are crawled, so there is no extra work for you to do.

With a little manual work, more detailed insights can be surfaced. One method is to build a panel of users who have mentioned your brand or industry (perhaps more than once in a set period, so the group more accurately represents repeat customers rather than one-offs).

Depending on the size of your search results, you can take a sample or use the whole data set, and read through each mention. Brandwatch allows you to assign unlimited tags to each mention, meaning you can tag emotional responses, mentions that include you and a competitor, author types (say for example if the buyer and user are different for your product).

Once you have tagged the mentions you can start to analyze further and cross the different categories and tags to unearth more detail about your audience.

Conducting post-campaign advertising research

Campaign analysis is a simple task for a social intelligence platform and by combining it with other data you can build up an accurate picture of the response to your campaign.

If you have set up UTM codes your web analytics will be able to tell you how traffic came to your site, and if it was as a result of your campaign.

Email automation software will tell you open rates and click-thru rates. You can benchmark this against previous efforts or look at an industry study.

Social intelligence can help to understand some solid campaign metrics and provide a deeper understanding of the effect the campaign had. You can take some of your advertising research from the earlier stage and look at what has changed in response to the campaign. You can also use it to write a social media report , describing the response to the campaign on social.

Volume of mentions

A simple metric that will give you an indication of whether your campaign has increased brand awareness and conversation around the brand.

Our analysis shows that up to 96% of brand conversations happened outside owned channels, or with mentions that don’t tag the brand, meaning a social intelligence is the only way to pick up all the conversation around your campaign.

Share of voice

While you might see an increase in your number of mentions across the web, you want to benchmark this against your competitors to see how you have increased your share of voice in comparison to them. You can also break share of voice down further, to see who is winning a particular segment.

Reach is the potential number of people that those mentions will be seen by. It takes into account the number of followers of each author who mentions you. If your campaign included a celebrity or influencer, they are likely to generate much higher reach.

How many people actually took an action when seeing your campaign? This can give you an indication of the number of people that actively engaged with the campaign. These people would be more likely to recall it even if they didn’t go on to click through to your site.

News coverage

Part of your campaign analysis will be to understand how many media mentions you earned and categorize them into different tiered publications.

Social intelligence will make sure you don’t miss any mentions, and also make it easy to categorize the publications. Mentions are automatically categorized by site type. This allows you to read through the news mentions and report on the top publications that have covered your campaign.

Purchase intent

You can create complex Boolean queries in a social intelligence tool like Brandwatch, meaning you can measure if purchase intent language has increased .

Monitoring for increases in this type of language can again give you an indication of the number of people who have seen the campaign and intend to take an action but have not done so yet.

Sentiment and emotional response

You can easily monitor for positive or negative responses to your campaign as a good social intelligence tool will have sentiment analysis built in.

This can give you an overview of public perception, and you can categorize mentions to understand how sentiment changes in relation to the brand, products, or campaign itself.

As mentioned earlier, mentions can be manually tagged to understand the emotional response to the campaign.

Brand associations

You can discover the qualities people associate with your brand or product by creating rules that segment mentions of your brand that feature adjectives to discover brand associations . Monitoring these over time can reveal changing attitudes and associations that your campaign has influenced.

Conducting research before your campaign and measuring the impact of your advertising is the best method for ensuring success. Understanding who you are marketing to will help design a campaign that is likely to connect with those people and their needs. Measuring and refining your marketing is the fine tuning that will make your efforts really shine.

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Research Topics & Ideas: Marketing

50+ Marketing Research Topic Ideas To Fast-Track Your Project

Finding and choosing a strong research topic is the critical first step when it comes to crafting a high-quality dissertation, thesis or research project. If you’ve landed on this post, chances are you’re looking for a marketing-related research topic , but aren’t sure where to start. If so, you’ve come to the right place.

Here, we’ll explore a variety of marketing-related research ideas and topic thought-starters, covering both traditional marketing (offline media) and digital marketing (including social media marketing, content marketing and the like). We’ll also look at actual dissertations and theses from marketing students to give you a view of what a well-defined research topic looks like.

NB – This is just the start…

The topic ideation and evaluation process has multiple steps . In this post, we’ll kickstart the process by sharing some research topic ideas within the marketing domain. This is the starting point, but to develop a well-defined research topic, you’ll need to identify a clear and convincing research gap , along with a well-justified plan of action to fill that gap.

If you’re new to the oftentimes perplexing world of research, or if this is your first time undertaking a formal academic research project, be sure to check out our free dissertation mini-course. In it, we cover the process of writing a dissertation or thesis from start to end. Be sure to also sign up for our free webinar that explores how to find a high-quality research topic. 

Overview: Marketing-Related Topics

• How to find a research topic (video)
• Traditional (offline) marketing topics/ideas
• Digital (online) marketing topics/ideas
• Examples of actual dissertation topics
• Free Webinar : Topic Ideation 101
• Where to get extra help

How To Find A Research Topic

Before we look at specific research ideas and topics, it’s useful to first understand what the topic ideation process entails and how to go about finding and refining viable topic ideas. In the video below, we cover exactly that. So, if you’re a first-time researcher, be sure to watch this tutorial before jumping into the collection of marketing research topics we present below. 

Now that you’ve got a big-picture view of the topic ideation process, we can dive into a few research ideas to get your creative juices flowing. Please note that these research topic ideas are intentionally broad and generic, so you will need to refine them a fair deal using the techniques we discussed in the video above.

To make life a little easier for you, we’ve grouped the topic ideas based on two main categories – traditional marketing and digital / online marketing . For the latter, we’ve divided it up into a few subcategories, including social media marketing, content marketing and search marketing. That said, there is naturally some overlap between topics, so keep this in mind.

Research Ideas: Traditional Marketing

• The perceived effectiveness of different types of direct mail campaigns (e.g., postcards, catalogues, brochures) among small business owners in New York
• The perception and use of traditional marketing in creating and nurturing customer loyalty and retention among UK Financial Firms.
• The impact of demographic targeting on traditional marketing performance among green businesses
• The perception of different types of sales promotion (e.g., discounts, coupons, contests) among GenZ consumers
• The continued use of celebrity endorsements in traditional marketing campaigns, post-2020.
• Exploring factors related to outdoor advertising recall in India
• Measuring the ROI of traditional marketing efforts: a review of current methods
• Comparing the effectiveness of different traditional media channels (e.g., television, radio, print) in driving engagement and conversions among established brands
• The use of public relations in traditional marketing campaigns among large insurance companies
• The role of event marketing in building brand awareness and engagement: perceptions among marketing professionals in the UK

Research Ideas: Digital/Online Marketing

Social media marketing

• The use of artificial intelligence in social media marketing among online fashion companies in Sweden
• The impact of social media on public relations and media relations: a Case Study of Nandos
• The role of Twitter in crisis communication and reputation management: a discourse analysis
• The impact of social media influencer presence on brand loyalty and customer retention among Gen X.
• The use of social media for market research and consumer insights among SMEs in Kenya
• The impact of social media on consumer buying behaviour of fast food in Italy
• The challenges and opportunities of social media in global and multicultural marketing: perceptions of marketing departments in large corporations
• The relationship between social media engagement and website traffic: an analysis of fitness brands
• The effectiveness of influencer marketing on social media platforms for household cleaning products in the UK
• The perceptions and understanding of paid vs organic social media advertising among Gen Z consumers in San Francisco

Content marketing

• The use and understanding of micro-moments in creating personalized content experiences among content creators in the USA
• Comparing the effectiveness of methods of personalization of content marketing: an evaluation of best practice
• The experiences and use of SEO in content marketing strategy among small online businesses
• The use of social media influencers in content marketing campaigns: a Case Study of Hello Fresh
• Comparing different content distribution channels for different types of content: perceptions of best practices among content marketing experts
• The use of user-generated content in building brand trust and engagement among green companies in the UK
• Measuring the ROI of content marketing efforts among luxury brands
• The perception and use of Chat GPT in content creation among small online businesses
• The perceptions of interactive and immersive content formats (e.g., virtual reality, augmented reality) in marketing among consumers: an experimental study
• Comparing image and text-based content formats in driving engagement and conversions on social media: a multi-case study of NGOs

Search engine marketing

• The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations
• The impact of search engine algorithm updates on Search Engine Marketing performance – who are the winners and losers?
• The perception and use of AI and machine learning in Search Engine Marketing strategy and bidding optimization within a UK marketing agency
• The use of voice search and its impact on Search Engine Marketing among food retailers in Switzerland
• The role of local SEO in driving brick-and-mortar sales: a case study of a local fashion outlet in France
• The impact of mobile optimization on Search Engine Marketing performance and conversion rates in Nigeria
• Comparing analytical tools for measuring ROI of Search Engine Marketing campaigns
• The effectiveness of different types of keywords and search queries in driving traffic towards restaurants in Italy
• The use of remarketing and retargeting in search engine marketing campaigns among marketers
• The understanding and use of schema markup and structured data in improving Search engine marketing performance among Start-Ups

Email marketing

• The perception and use of AI and machine learning in email marketing among NGOs: a focus on personalized content and dynamic segmentation
• The effectiveness of email subject line strategies in driving open and click-through rates: an experimental study
• Comparing A/B testing and multivariate testing in improving email marketing performance: a case study
• The use of personalization on email marketing performance among craft bloggers
• The impact of automated email marketing among local online retailers on customer loyalty and retention
• The use of automation and triggered emails in increasing engagement and conversion rates for online courses
• The perception and understanding of GDPR and other data privacy regulations on email marketing among SMEs
• The role of mobile optimization in email marketing targeting Gen Z consumers
• The challenges of measuring the ROI of email marketing campaigns: perceptions of SMEs
• The effectiveness of different email formats (e.g., text-based, HTML, interactive) in driving engagement: A/B testing for a small online retailer

Marketing-Related Dissertations & Theses

While the ideas we’ve presented above are a decent starting point for finding marketing-related research topic, they are fairly generic and non-specific. So, it helps to look at actual dissertations and theses to see how this all comes together.

Below, we’ve included a selection of research projects from various marketing-related degree programs to help refine your thinking. These are actual dissertations and theses, written as part of Master’s and PhD-level programs, so they can provide some useful insight as to what a research topic looks like in practice.

• The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences (Whelan, 2021)
• Customer Success and the Transformation of Customer Relationships (Raines, 2022)
• The Effects of Online Incentivized Reviews on Organic Review Ratings (Jeong, 2020)
• Are You For Real? The Consumption-Driven Self-Authentication Process And Its Effects On Perceived Brand Authenticity (Kuchmaner, 2020)
• You Are What You Eat: How Food Texture And Packaging Influence Consumer Well-Being (Ning, 2020)
• Social Dialogic Listening: Connecting Marketing Activity To Strategy (Collins, 2020)
• Millennials’ Attitudes Towards Influencer Marketing And Purchase Intentions (Yu, 2019)
• Cannibalization between Two Mercedes-Benz Models and Consumer Behavior (Ma, 2020)
• Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized (Kim, 2019)
• Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy (Yoruk, 2022)
• The Intersection of Organizational Frontline Marketing and a High-Tech World (Krotz, 2021)
• The Unexplored Impacts of Communication Elements in Marketing (Trinh, 2022)
• Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises (Rutherford, 2021)

Looking at these titles, you can probably pick up that the research topics here are far more specific and narrowly-focused , compared to the generic ones presented earlier. This is an important thing to keep in mind as you develop your own research topic. That is to say, to create a top-notch research topic, you must be precise and target a specific context with specific variables of interest . In other words, you need to identify a clear, well-justified research gap.

Fast-Track Your Research Topic

If you’re still feeling a bit unsure about how to find a research topic for your marketing dissertation or thesis, check out our 1-on-1 private coaching services below.

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Advertising Effectiveness

By Peter J. Danaher

The internet has enabled many business developments, but it has turned media allocation and planning on its head. In traditional mass media like television, advertisers can purchase a commercial slot and expect large audiences.

However, many of those reached are not interested in the advertised product or service, so a large percentage of those exposed to advertising do not respond to the message. In digital advertising, websites containing specialized content (e.g., model airplanes) allow advertisers to display their products to loyal and attentive audiences. In the social media space, Facebook delivers ad content to ideal target audiences by examining the web activity of users and their networks. Paid search advertising sends firms customers who are already “in the market” for their products, as indicated by their keyword use.

Over the past 15 years, television channels have grown in number. But the more significant change has been the exponential growth in websites supporting themselves with advertising, not to mention the rapid uptake of paid search advertising.

Advertisers have moved to new digital media outlets not only because of their ability to target customers, but also their lower cost compared to traditional media. Furthermore, digital media allows firms to connect ad exposures and search clicks to downstream sales, a feature Danaher and Dagger (2013) suggest eludes traditional media. Sethuraman, Tellis, and Briesch (2011) show the most convincing way for firms to demonstrate advertising’s effectiveness is by linking the effort to sales. In turn, researchers can use two methods to assess advertising effectiveness: field experiments and econometric models.

Field Experiments

Targeting and retargeting customers who are more likely to respond to offers, an increasingly common practice, makes advertising appear more effective than it is. Lambrecht and Tucker (2013) , in an award-winning Journal of Marketing Research paper, reported a comparison of advertising response between customers exposed to standard banner ads and retargeted banner ads showed the ads displaying products previously viewed were six times more effective at generating sales. However, the consumers receiving retargeted ads had already demonstrated product predilection. The researchers therefore randomly assigned consumers to a treatment group seeing retargeted, product-specific ads and a control seeing generic product category ads. They found the retargeted ads were less effective than the generic ads, as the customers were in different stages of the purchase funnel, and while retargeted ads work well near purchase, they are not effective for the larger group of customers embarking on their search.

The use of field experiments to determine ad effectiveness has subsequently blossomed, with studies using “ghost ads” on Google ( Johnson, Lewis, and Nubbemeyer 2017 ) and Facebook ( Gordon et al 2019) to create randomized control groups. For example, Sahni (2016) used a field experiment to show digital ads for one restaurant increased sales at competing restaurants offering similar cuisine.

In every case, these field experiments have shown that advertising effects are often difficult to detect. For example, the study of Facebook ads by Gordon and colleagues (2019) examined 15 campaigns and found that only eight produced a statistically significant lift in sales.

Econometric Models

The studies by Johnson, Lewis, and Nubbemeyer and Gordon and colleagues also highlight the challenges of designing an experiment to assess digital ad effectiveness. Individual customers use the internet in different ways, and providers deliver digital ads via unique online auction processes. Econometric models therefore provide a versatile approach to gauging advertising effectiveness. And while field experiment studies have been limited to examining one medium at a time, econometric models allow researchers to compare effectiveness across several media.

Researchers can use econometric models to examine time series data, such as weekly or monthly advertising and sales records. Dinner, van Heerde, and Neslin (2014) studied traditional and digital advertising’s effects on in-store and online sales for an upscale clothing retailer across 103 weeks. The retailer made about 85% of its sales in-store, and the researchers examined three media: traditional (i.e., total spend on newspapers, magazines, radio, television, and billboards), online banner advertising, and paid search. They found online display and paid search were more effective than traditional advertising. Although firms might expect digital advertising to influence only online sales, the researchers found it also influenced in-store sales.

Researchers can also use econometric models to examine single-source data linking individual-level ad exposure to sales, the strategy employed by Danaher and Dagger in 2013. They examined 10 media types employed by a large retailer: television, radio, newspaper, magazines, online display ads, paid search, social media, catalogs, direct mail, and email. The researchers found traditional media and paid search effectively generated sales, while online display and social media advertising did not.

Multimedia, Multichannel, and Multibrand Advertising

Danaher and colleagues (2020) also used single-source data but extended it to multiple retailer-brands, two purchase channels, and three media (email, catalogs, and paid search). They collected the data from a North American specialty retailer selling mostly apparel, where 80% of sales were in-store. The parent retailer owned three relatively distinct brands operating independently. They collected customer data in a combined database, giving them information on sales for each retailer-brand over a two-year period.

The researchers found emails and catalogs from one retailer-brand negatively influenced competing retailer-brands in the category. Paid search influenced only the focal retailer-brand. However, competitor catalogs often positively influenced focal retailer-brand sales among omni-channel customers. The researchers also segmented customers by retailer-brand and channel usage, revealing customers shopping across multiple retailer-brands and both purchase channels were the most responsive group to multimedia advertising.

In the contemporary business environment of ever-increasing media channels but static advertising budgets, firms must be able to measure advertising effectiveness. Many businesses have shifted their advertising expenditure toward digital media, but multiple studies show traditional media remain effective.

How do marketing managers decide what is best for their companies? Digital media firms like Google and Facebook offer in-house field experiment methods of examining advertising effectiveness. For multimedia studies, analysts can apply econometric models in any setting where time series or single-source data are available.

Peter Danaher is Professor of Marketing and Econometrics and Department Chair at Monash Business School in Melbourne, Australia. He was recently appointed a co-editor of the Journal of Marketing Research .

Danaher, Peter J. (2021), “Advertising Effectiveness,” Impact at JMR , (January), Available at: https://www.ama.org/2021/01/26/advertising-effectiveness/

Danaher, Peter J., and Tracey S. Dagger (2013), “Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign,” Journal of Marketing Research , 50(4): 517-534. https://doi.org/10.1509/jmr.12.0241

Danaher, Peter J., Tracey S. Danaher, Michael S. Smith, and Ruben Laoizo-Maya (2020), “Advertising Effectiveness for Multiple Retailer-Brands in a Multimedia and Multichannel Environment,” Journal of Marketing Research , 57(3): 445-467. https://doi.org/10.1177/0022243720910104

Dinner, Isaac, Harald J. van Heerde, and Scott A. Neslin (2014), “Driving Online and Offline Sales: The Cross-channel Effects of Traditional, Online Display, and Paid Search Advertising,” Journal of Marketing Research , 51(5): 527-545. https://doi.org/10.1509/jmr.11.0466

Gordon, Brett R., Florian Zettelmeyer, Neha Bhargava, and Dan Chapsky (2019), “A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook,” Marketing Science , 38(2): 193-225. https://doi.org/10.1287/mksc.2018.1135

Johnson, Garrett A., Randall A. Lewis, and Elmar I. Nubbemeyer (2017), “Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness,”  Journal of Marketing Research , 54(6): 867-84. https://doi.org/10.1509/jmr.15.0297

Lambrecht, Anja, and Catherine Tucker (2013), “When Does Retargeting Work? Information Specificity in Online Advertising,” Journal of Marketing Research , 50 (October): 561-576. https://doi.org/10.1509/jmr.11.0503

Sahni, Navdeep S. (2016), “Advertising Spillovers: Evidence from Online Field Experiments and Implications for Returns on Advertising,” Journal of Marketing Research , 53(4): 459-78. https://doi.org/10.1509/jmr.14.0274

Sethuraman, Raj, Gerard J Tellis, and Richard A. Briesch (2011), “How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities,” Journal of Marketing Research , 48 (June): 457-471. https://doi.org/10.1509/jmkr.48.3.457

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Advertising Research

• First Online: 13 January 2024

Cite this chapter

• Manukonda Rabindranath 3 &
• Aradhana Kumari Singh 4  

331 Accesses

This chapter gives an overview of conducting research in the field of advertising. Research is very vital for any business entity and companies. But when it comes to creative field like advertising research plays a significant role in producing creative content that instantly grab the attention of its incidence. Creativity is the heart of advertising while research is the backbone of advertising. Without appropriate research, even creativity also fails. Advertising promotes products and brands to increase sales of the advertised products or brands. Without proper research, it is difficult to achieve advertising goals and objectives. Research helps to understand the nature of potential target consumers very well. It is extremely needed to identify prospective consumers and to understand their buying behaviour. What influence them to prefer one product over the other product of the same category? The answer to this question lies in research. Research is also important to evaluate the effectiveness of the ad. It is also vital to find out the result of the efforts put into the advertising campaign. Advertisers spend a lot of money on advertising every year. Because of this, it is important to evaluate how well the advertising copy and the final ad work to influence consumers and get a good response to the advertised products. Marketers have a firm belief that the process of advertising that is not backed by research activities is a waste of time and effort. Research activities in advertising are usually performed by advertising agencies on the demand of their clients. There is an individual department that only deals in research activities about planning, preparation, placement and evaluation of advertising campaigns. In this chapter, we are going to learn about the basics of advertising research and what techniques and methods are involved in advertising research. This chapter's objective is to provide both theoretical and practical knowledge of advertising research. A case study of the Beti Bachao Beti Padhao (BBBP) (Save daughter, educate daughter.) advertising campaign is provided at the end of the chapter to demonstrate how post-test research in advertising is conducted.

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Real Indian gooseberry.

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Ching’s secret—Remove Hunger from India. Campaign to raise funds to fight against hunger in India.

Only when the daughter is educated, she will move forward in her life.

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Centre for Media Studies, Jawaharlal Nehru University, New Delhi, India

Manukonda Rabindranath

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Aradhana Kumari Singh

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Correspondence to Manukonda Rabindranath .

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Rabindranath, M., Singh, A.K. (2024). Advertising Research. In: Advertising Management. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-99-8657-6_7

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Home • Knowledge hub • The Essential Guide to Advertising Research.

The Essential Guide to Advertising Research.

Imagine you’re planning an ad campaign where a group of animals take on human roles in a humorous setup – think of dogs walking on two legs, dressed in business suits, holding a meeting. Drawing on charm and humor, this idea is a sure winner in your team’s eyes. However, without proper ad testing, there’s a risk you won’t realize until after the launch that your audience might find this concept too whimsical or unrelated to the serious nature of your product.

Ad reactions are deeply personal and vary widely among different demographics. A clever and humorous concept in one segment might be perceived as irrelevant or inappropriate by another. This is where the importance of ad testing comes into play. 

Through this process, you can validate whether the creative elements of your campaign – in this case, animals in human scenarios – effectively convey your message and resonate with your target audience. It helps fine-tune the ad to ensure it captures attention, appropriately reflects the product’s value, and aligns with your brand image.

Testing your ad concept before its full-scale launch provides invaluable insights into consumer preferences and behavior. It’s a critical step in ensuring that your ad campaign is well-received, memorable, and, most importantly, effective in driving your marketing objectives.

Advertising has evolved dramatically with the advent of social media, search engines, and mobile devices. How ads reach consumers has become more varied and complex. This proliferation of digital channels means ads can be tailored and targeted more precisely than ever. However, this also implies a greater challenge in capturing and retaining consumer attention amidst a sea of digital content.

With rapid media consumption and shifting consumer preferences, understanding the impact of your ad before it goes live is more crucial than ever. Ad testing provides a vital bridge between a creative concept and its real-world reception, ensuring the message not only reaches the right audience but also resonates with them. By integrating ad testing into marketing strategies, brands can significantly improve the efficiency and effectiveness of their advertising efforts, ensuring they stay relevant and compelling in the ever-evolving digital world.

What is Ad Testing? Understanding the Cornerstone of Effective Marketing

Ad testing is the evaluation of an advertisement’s effectiveness before it goes live to a broader audience. This process isn’t about gut feelings or aesthetic preferences; it’s a calculated, data-driven approach to predict how well an ad will perform. It involves exposing a target demographic to an ad and then collecting and analyzing their responses to gauge its potential success. Unlike traditional market research methods that may focus broadly on brand perception or product preferences, ad testing is specifically tailored to understand the impact of a particular advertisement. It evaluates various elements like the ad’s appeal, clarity of the message, call to action, and overall effectiveness in driving the desired response from the audience.

Differentiating Ad Testing from Other Marketing Research Methods

Ad testing stands apart from other forms of marketing research due to its focused approach. While general market research might gather broad insights about consumer behaviors and preferences, ad testing focuses on the specific reactions and engagement elicited by an advertisement. This specificity allows for more precise adjustments and optimization of marketing campaigns.

Key Components of an Effective Ad Testing Strategy

An effective ad testing strategy involves several key components:

Clear Objective Setting: Defining what you want to achieve with the ad test, whether it’s testing the ad’s appeal, message clarity, or call to action.

Target Audience Selection: Identifying the right demographic that represents your intended market.

Methodology: Choosing the appropriate testing method (e.g., surveys, focus groups, online testing) that aligns with your objectives and audience.

Data Analysis: Rigorously analyzing the collected data to draw meaningful insights that can inform ad optimization.

But why is this step so crucial in an advertising strategy? 

The answer lies in understanding the ever-evolving consumer. Today’s consumers are bombarded with an overwhelming number of ads daily. The average American is exposed to 4,000-10,000 ads per day.

Ad testing allows marketers to refine their messages, ensuring they strike the right chord with their intended audience. It’s not merely about avoiding campaigns that could flop but maximizing the impact of every dollar spent on advertising. By testing ads, brands can identify which aspects of their advertising are most effective: the imagery, the copy, or the overall concept. This process can significantly improve return on investment (ROI), as it helps avoid spending on ads likely to underperform.

This methodical approach also fosters a deeper understanding of consumer preferences and behaviors. Through ad testing, brands can gather insights beyond a single campaign’s success. This data can inform broader marketing strategies, helping brands stay aligned with their audience’s evolving tastes and expectations.

Why Testing Advertisement Effectiveness is Important

Ad testing is more than a pre-launch checkpoint. It’s a strategic tool that empowers advertisers to make informed decisions, ensuring their creative efforts align with business objectives and audience preferences. As the advertising world continues to shift, the importance of ad testing only grows, solidifying its role as a cornerstone of effective marketing. The importance of this process can be distilled into several key areas, including its impact on ROI, understanding consumer behavior , and learning from both successful and failed ad campaigns.

Impact on Return on Investment

The most immediate and measurable impact of ad testing is seen in the Return on Investment (ROI). By identifying which aspects of an advertisement resonate most with the target audience, brands can allocate their budgets more effectively, ensuring every dollar spent contributes to a higher conversion rate. Ad testing helps refine the message, media, and targeting strategies, maximizing the ad’s effectiveness and ROI. It reduces the risk of investing in an ad campaign that fails to connect with the audience or damages the brand’s reputation.

Understanding Consumer Behavior and Preferences

Ad testing goes beyond the surface level of consumer reactions to ads; it delves into understanding why certain elements work or don’t. This process uncovers valuable insights into consumer behavior and preferences, allowing brands to effectively tailor their marketing strategies. By understanding the emotional and psychological triggers that drive consumer actions, brands can create more impactful and engaging content that aligns with the audience’s values and interests.

Types of Ad Testing Methods

Advertising testing methods have evolved significantly, allowing marketers to gain deeper insights into the effectiveness of their campaigns. Understanding these methods is crucial for implementing successful advertising strategies.

Pre-testing vs. Post-testing: Definitions and Comparisons

Pre-testing is about prediction and optimization, while post-testing focuses on performance evaluation and learning.

Pre-testing

As the name suggests, pre-testing is conducted before the advertisement is fully launched. This method aims to predict the ad’s effectiveness in engagement, message delivery, and potential impact on the target audience. Pre-testing helps fine-tune the ad’s content and presentation to ensure maximum impact upon release.

Post-testing

Contrastingly, post-testing is conducted after the ad has been released to the market. This method evaluates the ad’s actual performance in real-world settings. It assesses metrics like recall, reach, and actual impact on sales or brand perception. Post-testing provides insights into the effectiveness of the ad and informs future marketing strategies.

Quantitative Methods

Surveys are a common quantitative method used in ad testing. They involve collecting structured responses from a selected audience about the ad. Surveys can measure various aspects, such as ad recall, brand perception, and purchase intent. They are valuable for gathering statistically significant market research data that can be generalized to a broader audience.

Online Tracking

Online tracking involves using digital tools to measure the performance of online ads. This method can track metrics such as click-through rates, impressions, engagement rates, and conversion rates. Online tracking provides real-time market research data, making it essential for evaluating the immediate impact of digital ads.

Qualitative Methods

Focus Groups

Focus groups involve a moderated discussion with a small group of target audience members about the ad. This market research method allows in-depth discussions about the ad’s appeal, messaging, and perceived effectiveness. It’s beneficial for gaining qualitative insights into audience attitudes and emotional responses.

Individual interviews offer a more in-depth exploration of an individual’s thoughts and feelings about an ad. Unlike focus groups, interviews can provide deep, personal insights without the influence of group dynamics. They are essential for understanding personal consumer attitudes and perceptions.

Neuromarketing Techniques

Eye-Tracking

Eye-tracking technology measures where and how long a viewer looks at different elements of an ad. This ad testing method in market research provides insights into what captures the audience’s attention and how they visually interact with the ad. It’s especially useful for optimizing the design and layout of the ad.

Facial Coding

Facial coding is used to analyze the micro-expressions of viewers while watching an ad. This ad testing technique helps understand the emotional responses elicited by the ad. Facial coding can be crucial in measuring the audience’s emotional engagement and subconscious reactions to the ad.

Each of these methods has its strengths and is often used in combination to provide a comprehensive understanding of an ad’s effectiveness. By leveraging these diverse testing market research methods, marketers can significantly enhance the impact and success of their advertising campaigns.

How to Run Ad Testing

Running ad testing effectively involves several key steps, each crucial for deriving meaningful insights to optimize your ad campaigns. Let’s delve into the process:

Setting Clear Objectives for Ad Testing

Before beginning any ad testing, defining what you aim to achieve is essential. Clear objectives guide the entire ad testing process and determine the type of testing to be conducted. Objectives can range from understanding the ad’s impact on brand perception to gauging direct response in terms of clicks or conversions. Common goals include testing ad recall, message clarity, emotional response, or call-to-action effectiveness.

Designing the Test: Choosing the Right Sample, Methods, and Metrics

Choosing the Right Sample

Selecting an appropriate sample of your target audience is critical. This sample should represent your broader audience to ensure the findings are relevant and actionable. Consider factors like demographics, consumer behavior, and psychographics in your selection.

Choosing Methods and Metrics

Based on your objectives, decide on the testing methods (surveys, focus groups, online tracking, etc.). Additionally, identify the ad testing metrics that will indicate the success or failure of the ad. These could include engagement rates, conversion rates, or survey response patterns.

Implementing the Test: Timing, Platforms, and Managing Variables

The timing of your ad test can significantly influence the results. For pre-testing, ensure you have enough time to incorporate feedback before the campaign launch. For post-testing, choose a period that reflects typical consumer behavior to avoid seasonal or event-specific biases.

Choose platforms that align with where your ad will be ultimately displayed. Consider the specific online channels (social media, search engines, etc.) for digital ads. For traditional media, consider conducting tests in environments that mimic where the ad will be featured.

Managing Variables

Control extraneous variables that might skew the results. This includes factors like the time of day, the context in which the ad is shown, and the medium used for testing.

Analyzing and Interpreting Results: Making Data-Driven Decisions

After collecting the data, the next step is analysis and interpretation. Look for patterns and insights that align with your objectives. Use statistical tools and methodologies to interpret the data accurately.

• Quantitative Data Analysis: Using statistical methods to identify significant trends and correlations for data from surveys and online tracking.
• Qualitative Data Analysis: For data from focus groups and interviews, analyze the themes, emotions, and narratives that emerge. This may involve content analysis and coding.

The goal of ad testing is not just to validate an idea but to refine it. Effective ad testing is iterative – continually learning from each test and applying these learnings to optimize your advertising strategy.

So use these insights to make informed decisions. This could mean adjusting your ad based on feedback, re-targeting your campaign to a different demographic, or even revising the messaging to better align with your audience’s preferences.

Choosing the Right Platform or Service for Ad Testing

Selecting an appropriate platform or service for ad testing is crucial for obtaining accurate and actionable insights. The market offers a variety of tools and services, each with unique features and capabilities. Here’s a guide to help you navigate this choice:

Digital Platforms

• Google Ads: Offers tools for ad testing, including A/B testing, and provides extensive reach through the Google network.
• Facebook Ads Manager: Suitable for social media ad testing, with robust targeting options and detailed analytics.
• Twitter Ads: Provides testing capabilities for Twitter-specific advertising campaigns.

Specialized Testing Services

• Optimizely: Known for its A/B testing capabilities and personalized content optimization.
• VWO (Visual Website Optimizer): Offers A/B testing, split testing, and multivariate testing for websites and mobile apps.
• For more traditional, research-based ad testing services, contact us here. 

Criteria for Selecting a Platform

Budget: Consider the cost of the platform and ensure it aligns with your advertising budget. Some platforms offer tiered pricing based on usage and features.

Scale: Assess the scale at which you’ll be advertising. Larger campaigns may benefit from platforms with extensive reach and advanced targeting capabilities.

Demographics: Choose a platform that effectively reaches your target demographic. For instance, younger audiences may be more accessible through social media platforms like Instagram or TikTok.

Type of Ads: Match the platform with the types of ads you plan to test. For example, video ads perform best on YouTube or TikTok, while display ads are more effective on Google or programmatic ad networks.

Recommendations for Different Business Sizes and Industries

Small to Medium Enterprises (SMEs): Consider cost-effective platforms with easy-to-use interfaces, like Facebook Ads Manager or Google Ads. These platforms also offer valuable data for local targeting.

Large Enterprises: Opt for comprehensive solutions for integrated marketing needs.

E-commerce: Platforms like Google Ads and Facebook Ads Manager offer robust tools for retargeting and conversion tracking, which is essential for e-commerce businesses.

B2B Industries: LinkedIn Ads can be highly effective for B2B ad testing due to its professional user base and targeting capabilities.

Integration with Other Marketing Tools and Analytics

Choose a platform that integrates well with your existing marketing tools and analytics software. Integration facilitates seamless data transfer and comprehensive analysis, providing a holistic view of campaign performance. 

Platforms that offer APIs or native integrations with CRM systems, Google Analytics, or email marketing software are typically advantageous.

Best Practices in Ad Testing

Ad testing is not just about gathering data and refining strategies; it’s also about maintaining high ethical standards, respecting consumer privacy, and continuously adapting and learning. Here are some best practices in ad testing:

Adapting to Changing Market Trends and Consumer Behavior

Market Research: Keep abreast of changing market trends and shifts in consumer behavior. Regular market research can help you adapt your ad testing strategies to current realities.

Flexibility: Be flexible in your approach. If a specific type of ad or message no longer resonates with the audience, be ready to pivot and test new concepts.

Target Audience Understanding: Continuously update your understanding of your target audience. What worked a year ago might not be effective today due to changes in consumer preferences or societal trends.

Continuous Learning and Improvement in Ad Strategies

Learning from Data: Use the data collected from ad testing to learn what works and what doesn’t. This is about improving a single campaign and refining your overall advertising strategy.

Iterative Process: View ad testing as an iterative process. Continuous improvement should be the goal, meaning that each round of testing should build on the insights gained from the previous one.

Integrating Feedback: Integrate feedback from your target audience and your internal team. Different perspectives can provide valuable insights.

Benchmarking: Regularly benchmark your ad performance against industry standards and competitors. This helps in understanding where you stand in the market and identifying improvement areas.

The Future of AdTech: Key Ad testing Technology Trends in 2023 and beyond

As of 2023, the field of AdTech is evolving with new trends and challenges, particularly in privacy and digital advertising. 

These trends reflect a shift toward enhancing traffic quality, leveraging automation for outcome-driven advertising, focusing on superior user experiences, balancing efficient ad solutions with user privacy, and adapting to the surge in mobile usage. 

Here’s a brief overview of each trend:

• Enhanced Focus on Traffic Quality: This trend emphasizes the importance of traffic quality in digital advertising. Advanced technologies are being developed to monitor traffic quality in real-time, offering solutions to combat ad fraud and improve targeting accuracy.
• Automation and Outcome Orientation for Advertisers: Advertisers are increasingly adopting automated solutions focusing on achieving specific outcomes, like sales or conversions, rather than just ad impressions or clicks. This shift allows for more efficient and targeted advertising campaigns.
• Striving for the Best User Experience for Publishers: The aim is to balance effective ad delivery with a positive user experience. This includes using AI-based solutions to show relevant ads without disrupting the user’s online experience.
• Matching Efficient Ad Solutions with User Privacy: There’s a move towards ethical marketing practices in response to privacy concerns. This involves finding new ways to deliver relevant ads while respecting user privacy, particularly in light of changes to data collection policies like the phasing out of third-party cookies.
• Mobile Usage Growth: With the rapid growth of mobile internet usage, advertisers focus more on mobile traffic and in-app advertising. This includes developing solutions tailored to mobile users, reflecting the increasing importance of this demographic in digital marketing strategies.

Final Thoughts

Digital advertising is where creativity meets data, so the key to success is harmoniously embracing both elements. The integration of data-driven insights with creative vision not only enhances campaign effectiveness but also ensures relevance in a rapidly changing market.

As we forge ahead, the true art of advertising will be in this synthesis, balancing the allure of creativity with the precision of data, ensuring that messages captivate and connect with audiences effectively.

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157 Ground Breaking Advertising Dissertation Topics

Do you want top-notch advertising dissertation topics to take your paper to the next level? This expert post contains all you need and more!

Advertisements are messages that persuade customers and drive sales. If you pursue a course in the marketing field, you will be required to write a dissertation at the end of your academic journey. However, writing a perfect paper – including the advertisement dissertation – gives many scholars a hard time. There are many drawbacks to blame for this, poor topic choice being at the helm. Before getting a proper dissertation format and citing all sources accordingly, you need a relevant and exciting heading.

With a lot of bias and numerous preexisting personal opinions about how marketing should be done, it becomes hard to convince your professor and drive the point home with the wrong topic. Luckily, we understand the plight that many students have to bear under such demanding tasks. We have listed 150+ pioneering advertisement dissertation topics to ensure you write an impressive paper hassle-free and deliver on time.

Top Advertising Dissertation Topics

• Explain the marketing strategy that should be used by a manufacturing company when entering a cutthroat industry with monopolistic competition
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• Highlight the main marketing strategies that U.S. entrepreneurs getting into business areas with little expertise
• Explain whether a marketing audit would provide a workable intervention for marketing relations
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• Discuss how Ponzi schemes worked in the U.S. and explain their negative implications on buyers
• Analyze how SMEs can grow through marketing their CSR
• Evaluate how Chinese hotels utilized marketing to survive the recession
• What is the difference between uniform and adaptive marketing tactics?
• Look into the ethical issues related to the marketing of pharmaceutical products in the U.S.
• Examine the ethical issues tied to marketing to children via the internet
• Explain how to implement international marketing strategies

Highly Classified Advertising Dissertation Ideas

• Explain how market strategies impact sales channels
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• Highlight key attributes that buyers analyze before making a purchase
• Explain how offline and online marketing strategies can integrate into higher sales

High-End Advertising Dissertation Ideas

• Discuss how different health issues like diabetes affect food advertising
• Analyze the impact of cause-related marketing campaigns affect consumer purchase decisions
• Explore the connection existing between corporate social responsibility and marketing ethics
• Explain how spam laws have impact online marketing
• What is the effect of a country’s law on marketing and business?
• Explain the impact of misleading advertisements on a company’s product sales vs. consumers
• Explain why Facebook is the most preferred tool of social media marketing
• What is the role of online stores in the traditional marketing mix?
• Discuss buyer perception of social media marketing and its effect on brand image
• Examine how businesses gather information from social media for marketing
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• Explain effective methods companies can use to build relationships with consumers via social media
• Discuss the difference in efficacy between tradition and social media marketing
• How successful is Instagram as a marketing tool?

College Advertising Topics For Dissertation

• What impact do premium pricing strategies have on product sales and consumer decisions?
• Elaborate the difference between offline and online promotions
• How do international pricing strategies impact brand image
• Explain how product packaging affects the buying decision
• Analyze the impact of point-of-purchase promotion on product sales
• Evaluate the importance of location on customers and product sales
• What is the effect of e-commerce and websites on customer behavior?
• Assess the efficacy of online marketing tools about product sales
• Explain factors that influence online comparison, search and purchase by customers
• Discuss how companies can deal with bad reviews and hate speech from customers
• Detail the advantages and disadvantages of online marketing
• What impact do cultural differences have on supermarkets in the U.S.?

Top-Notch Dissertation Topics On Advertising

• Explain how using the same marketing strategies in different markets may lead to business failure.
• Examine the effect of religion, belief, and values or businesses in the world
• What is the impact of cross-cultural marketing on a business?
• Investigate the impact of individualism and collectivism in the purchase of motor vehicles
• What is the impact of language on the identity of a brand?
• Discuss the importance of protecting consumer privacy and data about direct marketing strategies
• How profitable and effective is the use of internet marketing as a direct marketing tool?
• Explain how companies can benefit from using artificial intelligence in direct marketing
• Analyze the link between the duration of a voice message and the success of telemarketing
• What is the difference in customer response between digital and direct marketing?
• Assess the implications and effects of direct marketing
• Elaborate how customers can protect themselves from deceitful natural marketing techniques
• How can companies utilize corporate social responsibility in brand management?
• Assess the effectiveness of using online marketing to build equity and brand awareness
• Explain the importance of reliability and brand in the Smartphone industry

Creative Advertising Dissertation Topics

• Conduct a comparative analysis between brand loyalty and good quality products
• What are the impacts and applications of different branding strategies?
• A comparative analysis of branding strategies used by Pepsi and Coca Cola
• Evaluate the efficacy of building brand equity through celebrity endorsements
• Assess the impact of maintaining brand equity through innovation
• What is the effect of using technology-driven customer engagement on customer satisfaction?
• Evaluate customer satisfaction in the U.S. hospitality and tourism industry
• Discuss different ways to maintain customer relations through relationship marketing
• What is the link between loyalty schemes and product sales?
• What is the impact of loyalty schemes on customer satisfaction?

Captivating Marketing Dissertation Titles

• How effective is word-of-mouth as a tool of advertisement?
• What is the effect of advertisement on the human mind?
• Discuss the effect of advertisement on the child’s mental health
• Discuss some of the biggest stereotypes in advertisements
• What is the efficacy of short, inexpensive online ads?
• What metrics are considered during market research to develop an advertisement?
• Elaborate the proportion of the U.S. economy that is devoted to advertising and how it impacts the economy
• What are the attributes of a great political advertisement?
• Explain some of the censorship practices used to ensure that advertisements are not too risqué
• Explain how gender affects how an advertisement is created and delivered
• What is the difference between radio and podcast advertisements?
• Investigate ways in which advertisers have used feelings of patriotism to inspire customer loyalty and purchase

Mind-Blowing Marketing Dissertation Ideas

• Examine the emotional effects of advertising
• Discuss the history of sports stars and celebrity endorsements as a mode of marketing
• Explain how future ad executives will break new ground in the advertising field
• Analyze how the use of online streaming sites will eliminate commercial breaks on T.V. and radio
• Assess how the increase in internet access has altered the way people learn about products
• Evaluate how the perfect commercial can cause a leader to emerge from a group of similar brands
• Examine the history of advertisements highlighting how the modern concept of marketing evolved from humble beginnings

Hot Media Dissertation Topics

• What factors do consumers consider before abandoning a brand?
• What strategies can product sellers implement to create profitable relationships with their consumers?
• Explain how promotions and discounts boost product sales
• Evaluate the consumer perceptions and behavior as it relates to tech gadgets
• Analyze how companies can use consumer psychology to drive sales
• Assess the difference in consumer attitude between online and in-store shopping
• What is the effect of adverse publicity on consumer attitude and behavior?
• Highlight how consumer knowledge impacts buying decisions and purchase of products
• What are the effects of cartoon characters on a child?
• What impact do promotions have on a customer’s perception?
• Evaluate the role of cultural values in promotional activities

University Advertising Thesis Topics

• Analyze why target marketing is vital for the fashion industry
• Discuss the effectiveness of consumer loyalty programs in an emerging market
• How effective are email marketing strategies?
• Explain the impact of the COVID-19 pandemic in the airline industry
• Would you please elaborate on the importance of branding as it relates to fast-moving products
• What marketing strategy can we use to attract young customers to a new restaurant?
• Discuss the impact of body language on consumer buying behavior
• Elaborate the effect of display in motor vehicle stores on buyers
• Examine public relations is an effective marketing strategy in influencing consumer behavior
• How are consumers affected by innovating and technological changes?
• Highlight the impact of branding on consumer behavior

Thesis Topics On Advertising Effectiveness

• Look into the effectiveness of public relations campaigns in reviving failed brands.
• Explain how price adjustment strategies differ in offline and online environments
• How effective is mobile marketing in comparison to other methods of advertising
• What is the link between timeliness and the efficacy of mobile marketing communications?
• Discuss the effectiveness of online consumer tribes
• Investigate the efficacy of consumer service chatbots
• What are the challenges and advantages of using Smartphone apps to retain and attract new customers
• Detail the drawbacks faced by small companies in adopting social media to enhance customer loyalty
• Highlight different ways retailers can deal with polygamous behavior among customers
• Examine the role of relationship marketing in attracting new customers through social media networks
• Explain the effectiveness of newspaper advertisements and explain whether they are still viable
• Highlight the significance of the power of suggestion in convincing people of a subtle difference among similar products

Ph.D. Thesis Titles on Advertising

• Explain the importance of the marketing mix to non-profit organizations
• Examine whether the internet has helped unsought goods to build brand awareness
• Investigate the pros and cons of online advertising in international marketing
• Would you please explain the difference between non-comparison and comparison advertising and explain its impact on the purchase intentions of customers
• Examine how customers react to online brand alliances
• Analyze how visual constituency impacts product attitude and site identity
• Look into how using web analytics in digital marketing improves brand performance
• Explain the role of gender in information processing among consumers of tech gadgets
• How can companies utilize big data to understand customer preferences and psychology in general
• Highlight the gratifications and uses of consumer online reviewing

Mobile Advertising Dissertation Topics

• Analyze the success and diffusion factors involved in mobile marketing
• Assess the impact of brand personality on purchase intentions in the context of mobile marketing
• Investigate hw marketing managers can push for consumer acceptance of mobile marketing
• How can consumer loyalty be improved through customer relationship management in the mobile marketing environment?
• Explain how mobile payment services can boost their profits from mobile marketers
• Detail how location impacts mobile marketing communication
• Can companies build a strong brand image through mobile marketing strategies?
• Analyze what customers to for in mobile marketing messages

Shock Advertising Dissertation Topics

• Explain how vegans can use social listening to improve their marketing strategy
• Break down how different firms incorporate social media marketing in encouraging customers’ purchasing behavior
• Examine the impact of brand post popularity on Instagram brand fan pages on social media marketing
• Analyze whether customer loyalty applies to consumer behavior in social media networks
• Assessing online customer review: Explain whether word-of-mouth is more persuasive compared to traditional word-of-mouth.
• Do a comparative analysis of the effectiveness of banner advertisements on different social media platforms.
• Elaborate how different social media networks turn users into sales
• Examine how advertisements politically evolved from mass brainwashing campaigns
• Discuss whether a fallen brand can find new life with a new target market and a different logo
• Explain how the female form is transforming advertising strategies in the world
• What are the features of good child-targeted advertising?

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Advertising Research Paper Topics

• Advertisement Campaign Management
• Advertising as Persuasion
• Advertising Effectiveness
• Advertising Ethics
• Advertising Frequency and Timing
• Advertising Strategies
• Cross-Cultural Advertising
• Direct-to-Consumer Advertising
• Emotions in Advertising
• Endorsement in Advertising
• Measurement of Advertising Effectiveness
• Segmentation of the Advertising Audience

History of Advertising

Since the dawn of time, sellers have been seeking to attract attention and present their wares in ways that encourage sales. A contemporary classified ad for a second-hand bicycle is substantively the same as an ad for a Roman chariot 2,000 years ago. Media have changed, notably broadcast and digital, and our understanding of how ads work has changed, but advertising itself has changed much less. Advertising has always provided information, used emotional appeals to sell to us, and re minded us. But it used to be less pervasive than it is today because of the limited media and the limited number of goods then available for trading. Advertising agencies have existed since at least the eighteenth century but their formal standing as experts dates from the mid-nineteenth century in developed markets and the late twentieth century in the late developers. The importance of small start-up agencies is as great as it ever was but globalization has also promoted mergers of the larger, more mature, agencies into perhaps half a dozen multinationals. This is significant because with classic packaged goods, or fast-moving consumer goods, advertisers have shifted budgets from advertising to promotions, but the slack has mostly been taken up by new advertisers such as financial services and government. As a share of world GDP, however, advertising appears to have grown ( https://www.warc.com/ ).

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Measurement techniques have become more sophisticated partly in response to advertiser demands to see quantified results and partly as advertisers and their agencies have taken a more scientific approach to understanding how advertising works. Content has increased in variety with more entertainment and appeals to emotion but this has largely been driven by the wish to exploit new media. Perceptions of different advertising styles may be seen as evolutionary by those involved but the changes in style also reflect the fashion cycles that are necessary to maintain the appearance of novelty (McDonald & Scott 2007).

The Advertiser’s Perspective

In recent years, the brief from client to agency setting out requirements has been increasingly formalized. The briefing itself is an interactive process as the agency brings its own experience and negotiating skills, typically, to making the goals easier to achieve and the budget bigger. What should emerge from the process is a clear identification of the target market and the changes the advertising should achieve. The brief should not describe the means, i.e., what the ad should contain, but the end, i.e., challenge the agency with what the campaign should achieve.

Ads work in two stages: they change brand equity (what is in consumer heads) and brand equity, at a later date, changes consumer behavior. That may imply that the goals for the ad campaign should be set by changes in brand equity (intermediate) metrics and the budget made available in those terms. In practice few advertisers formalize brand equity measurement in that way. Furthermore, the correlation between intermediate and behavioral metrics can be poor so clients typically prefer the latter, e.g., sales or penetration or profit, where advertising can measurably deliver those goals.

Media neutral planning (MNP; Saunders 2004) as well as → integrated marketing communications (IMC; Schultz 1993) share the idea that communications should be planned from the consumer’s perspective. The target market should ultimately determine the relevant media both in terms of readership and in providing the appropriate context for the copy. Thus, media considerations are less driven by reach (how many people see it), frequency, or the cost per 1,000 readers (or viewers) than the relevance of the media and whether, in that context, the message is likely to work.

This leads to the question of how the ads might be expected to work. For a new product or brand, the primary aim is, typically, achieving awareness. Thereafter, advertising works mostly through two approaches, broadly classified as either active or central processing, involving argument and logic, or passive peripheral processing, which relies on cues.

Pre-testing is a contentious topic. Predictiveness is dubious and ads are rarely pre-tested against the particular goals for the campaign. Post-campaign assessment, on the other hand, is not contentious in principle although there are various competing approaches. Post-campaign assessment usually takes the form of ‘tracking,’ i.e., the key brand equity metrics are consistently monitored over time, for example, on a monthly basis (for a summary see White 2005).

The Consumer’s Perspective

From as early as the first half of the nineteenth century, there has been public ambivalence toward advertising. It is seen as manipulative, intrusive, and seeking to persuade us to buy what we do not need (such as lottery tickets) or to buy what is bad for us (such as alcohol, tobacco, or fatty foods). Because brand leaders are typically more expensive than their private label equivalents, some argue that advertising causes us to pay more than we should.

On the other hand, advertising pays for the media we enjoy such as television, newspapers, and the Internet. Quite often we enjoy the ads themselves which enter into general parlance such as ‘It does what it says on the tin’.

Finally, we should note that the consumer’s attitude towards advertising is driven by television advertising rather than all media (Jin & Lutz 2013).

The Social Perspective

Opponents of advertising claim that it commercializes culture, undermines values, and leads to less happiness as society is reminded of what it cannot afford. Supporters argue that advertising merely mirrors society as it is. They see it as a necessary part of a healthy market and contend that it has contributed to the growth of GDP and widespread prosperity (O’Guinn & Faber 1991).

Advertising in itself is neither good nor bad, but it can be good or bad in the way it is used. Accordingly, most countries have developed regulation as a means to control ‘bad,’ or potentially harmful, advertising while allowing ‘good’ advertising a reasonably free rein. Regulation, much of it self-regulation, has grown rapidly since the 1960s to meet increasing cultural sensitivities but also to dissuade governments from interfering. Self-regulation is seen as being more flexible and responsive to consumer protection than legal rules, but governmental wish to control the industry has led to ‘co-regulation,’ i.e., government retaining the right to intervene when they deem it necessary.

References:

• Alexander, R. S. (ed.) (1965). Marketing definitions. Chicago: American Marketing Organization.
• Ambler, T. & Roberts, J. H. (2006). Beware the silver metric: Marketing performance measurement has to be multidimensional. Marketing Science Institute, Report 06–113. Cambridge, MA: Marketing Science Institute.
• Jin, H. S. & Lutz, R. J. (2013). The Typicality and Accessibility of Consumer Attitudes Toward Television Advertising: Implications for the Measurement of Attitudes Toward Advertising in General. Journal of Advertising 42(4), 343-357.
• McDonald, C. & Scott, J. (2007). Brief history of advertising. In G. J. Tellis & T. Ambler (eds.), The Sage handbook of advertising. Thousand Oaks, CA: Sage.
• Nerlove, M. & Arrow, K. (1962). Optimal advertising policy under dynamic conditions. Economica, 29, May, 129–142.
• O’Guinn, T. C. & Faber, R. J. (1991). Mass communication theory and research. In H. H. Kassarjian & T. S. Robertson (eds.), Handbook of consumer behavior theory and research. Englewood Cliffs, NJ: Prentice- Hall, pp. 349–400.
• Saunders, J. (2004). Communications challenge: A practical guide to media neutral planning. London: Account Planning Group.
• Schultz, D. E. (1993). Integrated marketing communications: Maybe definition is in the point of view. Marketing News, January 18, 17.
• White, R. (2005). Tracking ads and communications. Admap, 460, 12–15.

Back to Communication Research Paper Topics .

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The Ultimate Guide to Marketing Campaigns

Learn how to plan, create, execute, and analyze a successful marketing campaign.

FREE MARKETING CAMPAIGN PLANNING TEMPLATE

Supercharge your marketing campaigns with this customizable template that helps you plan and organize your campaigns individually and annually.

Updated: 07/05/23

Published: 07/05/23

From P&G’s "Thank You, Mom" to Dos Equis’s "Most Interesting Man in the World," marketing campaigns have a way of sticking with us. Why is that? Campaigns make companies memorable.

Marketing campaigns promote a focused effort that guides consumers toward the desired action. They also give brands an identity, personality, and emotion . The right campaign can do the same for your business.

That’s why we’ve compiled this guide — to provide a clear, concise approach to your next marketing campaign. Keep reading to get started, or use the links below to jump ahead.

What's a marketing campaign?

Types of marketing campaigns, marketing campaign components.

• How to Create a Marketing Campaign
• Marketing Campaign Examples

Marketing campaigns are organized, strategy efforts to promote a specific company goal. That can include raising awareness of a new product or capturing customer feedback. They typically involve a combination of media, including email, print advertising, television or radio advertising, pay-per-click, and social media.

Marketing Campaigns vs. Advertising Campaigns

Marketing is how a company raises awareness of its brand and convinces customers to make a purchase. Alternatively, advertising is the process of creating persuasive messages around these broad goals.

In terms of campaigns, an advertising campaign might be one facet of a larger marketing campaign strategy.

Say shoe brand Nike launched a campaign surrounding the release of a new product. Its advertising would only reflect one facet of its marketing strategy.

The brand might also leverage email newsletters, social media, and paid search to meet its goal.

Now that we understand the difference between advertising and marketing campaigns, here are a few more types of marketing campaigns you might run.

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• Product Marketing Campaign
• Brand Development Campaign
• Email Marketing Campaign
• Content Marketing Campaign
• User-Generated Content Campaign
• Public Relations/Awareness Campaign
• Direct Mail Campaign
• Affiliate Marketing Campaign
• Social Media Campaign
• Acquisition Marketing Campaign
• Paid Marketing/Advertising Campaign

Marketers have a wealth of choices when deciding what kind of marketing campaign to build. So, how do you make the right choice?

In our 2023 Marketing Strategy and Trends Report , we found that data-informed marketing strategies have become the most popular type of marketing campaign. Brands also emphasize agile marketing and the ability to pivot in the types of campaigns they run.

Successful marketing campaigns continue to focus on social media marketing and brand-building. Companies have focused on online communities to drive more engagement.

Regardless of the type of campaign, the most popular marketing asset is video. This is followed by images, blog articles, infographics, podcasts, and other audio content.

Video continuously has the highest ROI of any media format — a trend that remains strong in 2023. Marketers are continuing to invest more in video elements of marketing campaigns.

Multiple components go into the planning, execution, and results of a stellar marketing campaign. We'll discuss the most important components of campaigns below.

Goals and Key Progress Indicators (KPIs)

This component defines the end goal of your campaign. You'll develop specific, measurable goals. Then, you'll state which metrics will be used to track progress.

For example, your content creation campaign might be measured by organic traffic. Each post may aim to drive 1,000 views per month and 10 new contacts. These categories will be measured in Google Analytics and Looker.

Where will your content and messaging be distributed? Let's say you’re running a social media marketing campaign. You might prioritize growing the channels most relevant to your audience. You can also omit those where you’re least likely to grow a loyal following.

Not all marketing campaigns require an incremental budget, but many still do. Factor in the agency, advertising, and freelance costs. Then, factor these numbers into any ROI analysis for your campaign.

Content Formats

Determine what kind of content you will be creating to fuel the campaign. It’s common for marketers to include multiple content formats in a singular campaign. For example, a branding campaign could include video ads , press releases, and guest blogs.

Who are the individuals you’re relying on to get the job done? Before kickstarting your campaign, designate people to work on every aspect of the campaign. You should know who handles copywriting, design, media buying, and reporting.

Creative Assets

A great marketing campaign should have great creative assets to match. Whether it’s a sleek website design or an interactive infographic, make sure your design is professional. All your assets should fit the purpose of the campaign.

How to Create a Successful Marketing Campaign

Now, you might be wondering, “How do I get started from here?”

Well, now is the time to plan your campaign. The campaign planning process will involve you mapping out your strategies and tactics. Your campaign plan should include a course of action. This document will list the required resources, assets, stakeholders, and measurable goals.

Let’s dive into what that process will look like in detail in the section below. If you're more of a visual learner, this video can help.

Planning Your Marketing Campaign

This step is crucial to the effectiveness of your marketing campaign. The planning stage will determine how you measure success and will guide your team when things go awry.

Featured Resource: Free Marketing Plan Generator

1. Set a purpose and goal for your campaign.

Let’s start simple. Why are you running this campaign? What would you like your campaign to accomplish for your business?

If you’re having trouble defining your campaign purpose, start broad. Take a look at the goals below. Which one is most aligned with your own?

• Promote a new product or service.
• Increase brand awareness .
• Gather customer feedback or content.
• Drive leads.
• Generate revenue.
• Boost user engagement.
• Advertise an upcoming event.

This is hardly a definitive list, but it gives you an idea of general business goals a campaign could help reach.

Let's take this broad campaign purpose and turn it into a S.M.A.R.T. goal . We'll use the third option as an example: Gather customer feedback or content.

"The goal of my marketing campaign is to gather user-generated content from 100 customers via a branded hashtag on Instagram featuring our new product line by December 31."

The goal is specific (user-generated content), measurable (100 customers), attainable (via a branded Instagram hashtag), relevant (featuring the new product line), and timely (by December 31).

See how this broad campaign purpose instantly transforms into an actionable, attainable goal?

Pro tip: Setting SMART Goals is simple when you have the right tools. Check out the free SMART Goal-Setting template below to get started on this critical piece of your marketing campaign.

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Free SMART Goal Template

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• Set your goals
• Calculate your metrics
• Evaluate your success

2. Establish how you’ll measure your campaign.

This will look different for everyone depending on the channels you're leveraging and your end goal. You might measure email open rates, new Facebook likes, or product pre-orders. You can also track a combination of several helpful metrics.

These answers will depend on your overarching campaign goal. Here are a few examples of metrics based on the campaign goals mentioned above.

• For promoting a new product or service: Pre-orders, sales, and upsells.
• For increasing brand awareness: Sentiment, social mentions, and press mentions.
• For gathering customer feedback or content: Social mentions and engagement.
• For generating revenue: Leads, sales, and upsells.
• For boosting user engagement: Blog shares, social shares, and email interactions.
• For advertising an upcoming event: Ticket sales, vendor or entertainment bookings, and social mentions.

If your campaign involves multiple marketing channels, it’s wise to define how you’ll measure your campaign on each medium.

For example, say I was running my user-generated content (UGC) campaign on social media, email, and our blog. First, I’d define my key performance indicators (KPIs) for each medium, which may look like:

• Instagram engagements (likes and comments) and profile tags.
• Email open rates and click-through rates.
• Blog views, click-throughs, and social shares.

Then, I’d define my primary campaign KPI: Instagram-branded hashtag mentions.

While the above KPIs indicate how well my campaign reaches and engages my audience, my primary KPI tells me how close I am to reaching my SMART goal.

Lastly, let’s think about another question: What does "success" look like for your company? Sure, it’s exciting to reach a predetermined goal, but that’s not always possible. What (outside of your goal) would constitute success for you (or serve as a milestone)?

Pro tip: When determining how you’ll measure your campaign, consider setting up some checkpoints along the way.

Let's say your campaign involves boosting brand awareness, and your goal is to reach 50 PR mentions by the end of the year. You can set benchmark notifications at 10, 25, and 40 mentions.

This will remind you to keep pushing toward your ultimate goal and boost morale within your team. Checkpoints are a reminder that your hard work is paying off.

3. Define your target audience.

Imagine constructing a bulletproof marketing campaign only to be met with crickets.

In that case, you might think you chose the wrong marketing medium or that your creative wit wasn't enough. However, the culprit may be your audience.

To resolve this problem, figure out what stage of the buyer’s journey your campaign is targeting. Are you trying to bring in new customers? Are you attempting to gather feedback from existing clients?

Are you marketing to those who recognize your brand? Or are you introducing a new brand identity altogether?

Your marketing message will vary depending on whether your campaign audience is in the awareness, consideration, or decision stage. Even though your campaign may reach those outside your target audience, it's vital to design your campaign with a specific target in mind.

Next, identify your audience's interests and pain points. Here are some questions to ask yourself and your team to better understand your audience.

• What are my audience’s general interests? What magazines do they read? What TV shows do they watch? How do they spend their free time?
• Where does my audience hang out online? For what purpose do they use Instagram, Facebook, and other networks? Do they engage or merely browse?
• What kind of content gets my audience’s attention? Do they respond to straightforward sales messages? Would they rather consume witty, humorous content? What cultural references would they understand?
• What kind of problems do they have that my product, service, or brand could solve?

Becoming well-acquainted with your campaign audience will help you confidently answer these questions and any others that may arise during the campaign.

Pro tip: To uncover more about your audience, survey your existing and potential customers in your market. Then, use this data to create your buyer personas. You can even enter that data into a free buyer persona generator like the one below.

4. Set a concept for your campaign and get in contact with the right team.

Marketing campaigns require a mission, vision, and visual identity. Great campaigns are an offshoot of their parent brand — both visually and creatively. These campaigns stay consistent with the business brand while maintaining their own identity.

When creating campaign assets, some businesses use an in-house team. Others opt for an agency. You can also hire a freelancer or contractor to complete a specific portion of the project, such as the copy or design.

Pro tip: We recommend starting with your in-house team and moving forward from there. This team includes experts. They know your brand and can speak to what your campaign needs to succeed.

This step will likely take the longest, as you’ll be creating your campaign concept from scratch. Next, we’ll dive into how you’ll distribute your campaign assets and connect with your audience.

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Distributing Your Marketing Campaign

Here, you'll focus on the public-facing part of your campaign. This is what your audience will see and when. If you’ve combed through the previous section, you should have all the answers you need to guide you through.

5. Choose the channels on which you’ll run your campaign.

This choice depends on your audience preference, budget, and brand engagement levels.

Take a look at the current media channels you use to promote your company. Which ones perform the best? Which ones allow you to pay for advertisements? Which ones have the best engagement? Most importantly, where are your customers hanging out?

Need a few ideas? Explore the PESO model, which divides distribution channels into Paid, Earned, Shared, and Owned.

Image Source

6. Set a timeline for your campaign.

Establishing a campaign deadline gives you a better idea of when, how, and how often you’ll promote it. Here's how to do this:

• Build a general campaign timeline. Then, mark your campaign start date and deadline on a calendar.
• Take a look at your marketing assets and chosen promotional marketing channels. Then, work backward from the campaign launch date. Based on your resources, how often can you afford to post and promote your campaign content? With this information, create a promotional calendar for each marketing channel.
• Decide on a cadence for each channel and map your scheduled posts, emails, etc., on your calendar.

Visually mapping your marketing campaign will help you evenly disperse your campaign promotions. You can then publish equally on each medium.

Visual mapping also gives you an idea of where your time and energy are going. When the campaign is over, you can look back to assess your effectiveness.

Pro tip: If your promotional calendar seems full, don’t fret. Social media and email scheduling tools can alleviate the pressure of posting daily. Check out tools, like HubSpot and Buffer , to help you schedule and manage your campaign promotions.

Converting Customers Through Your Marketing Campaign

The conversion stage is all about how your campaign can lead to a specific result.

7. Ensure your campaign is driving users toward a desired action.

Even if your campaign is effective and drives a ton of traffic, it still needs to complete its desired action. By "the desired action," I’m talking about that SMART goal you initially defined. Let’s take a moment and reiterate that goal.

For my sample campaign, my SMART goal was "to gather user-generated content from 100 customers via a branded hashtag on Instagram featuring our new product line by December 31."

This step is all about calibrating your marketing efforts and channels to lead your customers to complete your desired goal. This is done through conversion assets like calls-to-action, landing pages, and lead forms.

Pro tip: Lead conversion assets can be used separately or in conjunction with one another. For example, you may feature a lead form on a landing page or create a call-to-action asking your audience to complete a form.

8. Monitor the right metrics.

Your campaign effectiveness metrics will depend on what type of marketing campaign you’re running. This section merely serves as a baseline list to give you an idea of what to watch.

Focusing on vanity metrics like generated traffic, click-through rate, and impressions is tempting. A bump in these areas is a good thing. However, they don’t necessarily indicate a change in revenue. Vanity metrics can’t be the only means to measure the effectiveness of your campaign.

Pro Tip: Bookmark this link to all the marketing metrics to watch . It's organized by marketing channel. You can quickly scan the list for new metrics to track.

Assessing Your Marketing Campaign

The post-campaign stage determines your success just as much as the planning stage. Analyzing your campaign data can provide unique insight into your audience, marketing channels, and budget. Insights will also inform future campaigns.

9. Establish success numbers and metrics.

Start by considering your campaign's initial SMART goal. Did you meet your target? If it did, great! If it didn’t, you can dive into the data to assess why.

For example, if your goal was to increase organic blog views by 100K, any bump in views would be considered successful. But there’s a difference between a campaign that works and a worthwhile campaign. A worthwhile campaign gives you an ROI proportionate to the time and energy you put into it.

Pro tip: While it’s OK to celebrate any bump in pre-orders, leads, views, or engagements, don’t assume that’s enough. There’s a reason the very first thing to do is set a campaign goal. Sticking to that goal and calibrating your investment will ensure your campaign is worthwhile.

10. Decide what you'll do with the campaign data.

This step helps maximize your campaign’s business impact.

When you analyze and apply your data, its value increases tenfold. The data helped you assess your campaign results. Analyzing further gives you clarity on your audience, marketing methods, creative prowess, and more.

Let’s return to my UGC Instagram campaign.

In addition to meeting my goal of 100 posts with UGC, the data I collect in the process also offers insights into who my audience is. I can understand when and how often they post on Instagram, what languages they use, and how they use my product.

Whether you collect lead information, pre-orders, social engagements, or offer downloads, your data can equip you to expand your marketing efforts as a whole.

Pro tip: The campaign isn't over once you've pulled that final report. Spend time with your team in a retrospective meeting. Ask yourselves questions like:

• What could’ve been done differently?
• How could we have saved money?
• For anything that went wrong, why do we think it went wrong?
• What did we learn about our audience or marketing channels?
• What kind of feedback could we gather from participants or customers?

Great Marketing Campaign Examples (and Why They’re So Great)

This wouldn’t be a HubSpot Ultimate Guide if we didn’t share some examples from the pros.

1. The Lip Bar 's "Something BAWSE is coming."

In 2022, The Lip Bar celebrated its 10-year anniversary. It also released a new product called "The Bawse Bundle."

In early February, the brand launched a multi-channel campaign, from website and social media to billboards.

The campaign is built around a story of resilience and perseverance, focusing on the CEO's negative experience on the show Shark Tank.

Why This Campaign Works

It accomplishes multiple things through a single campaign: It gives the audience a peek into the brand's journey. It builds on that journey and beautifully connects it to a product.

Current customers share in this excitement because of the 10-year anniversary. Plus, new customers will be drawn in by the CEO's personal story.

2. Meta : "The Metaverse"

In Q4 2021, Facebook announced the rebranding of its parent company . The new name, Meta, comes with its own marketing campaign that introduces the world to a new concept called the "metaverse."

The video posted to the new @meta Instagram account showcases an alternate reality where people can interact in 3D.

The idea of a Facebook rebrand had been speculated before the launch of the campaign, which piqued the public's interest. That meant even if they didn't like the change, they would still be interested in seeing what happens next.

3. Popeyes : "Megan Thee Stallion Hottie Sauce"

Popeye's already hit the ball out of the park with its chicken sandwich marketing campaign. Then it nailed it again with the Megan Thee Stallion Hottie Sauce collaboration.

Arguably, Popeyes created one of the best chicken sandwiches on the fast-food market in 2019. At the same time, artist Megan Thee Stallion was becoming the hottest rapper in the industry.

So, it made sense that in 2021, the two would join forces to debut a remix of the successful chicken sandwich.

This campaign targeted the younger crowd with both just chicken sandwiches and merchandise .

Popeyes was able to tap into this segment of the market and increase sales while continuing to capitalize on its success. Plus, the campaign never came across as stale.

4. Cheerios : #GoodGoesRound

General Mills ran a non-profit campaign called Good Goes Round via its Cheerios brand. This effort lobbied to raise enough money to fund one million meals.

The campaign featured its own landing page, video marketing assets, and hashtag (#GoodGoesRound). This separated the campaign from its parent brand and made it more shareable.

The company also paid to promote the "Good Goes Round" URL on Google, giving the campaign more visibility.

5. Apple : "Shot on iPhone"

You've probably seen a billboard with an amazing image that declares, "Shot on iPhone." This series highlights the high-quality images that customers can capture on the iPhone X.

It’s a product launch campaign that focused on one specific feature of the new Apple smartphone.

This campaign was unique. It’s similar to a user-generated campaign but was also promoted heavily by the brand itself.

Apple launched its own Instagram account to share the #ShotoniPhone content. The brand also collaborated with professional photographers and videographers. There were even official TV advertisements.

6. The General : "Rebrand"

When it comes to cheesy commercials, The General's old marketing strategy fits the bill.

The brand became synonymous with pixelated animations and low-quality production. This inevitably had a negative effect on the way potential customers perceived the quality of service.

In 2020, the company changed its marketing campaign to target a more rational customer who appreciates a little humor.

Shaquille O'Neal became the face of the brand. He appeared in commercials alongside other notable celebrities, like Montell Jordan and Ernie Johnson.

The General listened to its customers' opinions of the brand before moving forward with the new campaign and saw great success as a result.

The tone of the marketing campaign remained light-hearted but took a more mature approach to the humor. The key selling points of The General shine through.

7. Airbnb : "Made Possible by Hosts"

In the face of the COVID-19 pandemic, travel companies such as Airbnb saw unprecedented losses in profit.

How did the company respond? It created a series of videos called "Made Possible by Hosts." These videos showed appreciation for the hosts who have continued to accept guests on the platform.

What’s most curious about the campaign is that it doesn’t put Airbnb customers at the center.

Instead, it spotlights the hosts who accept customers in the first place. In doing so, Airbnb focuses on the human aspect of its platform: You’re not renting an Airbnb property. You’re renting someone’s home.

Over to You

Marketing campaigns aren’t easy, but they’re valuable and integral to growing a successful brand and business. Campaigns set apart certain deliverables from general promotional efforts. You can touch your audience in creative and exciting ways.

If you’re not sure where to start, consider what would be valuable to your audience and go from there. Your audience is, after all, the lifeblood of your campaigns and company.

Don't forget to share this post!

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Advertising Dissertation Topics

Published by Grace Graffin at January 2nd, 2023 , Revised On May 13, 2024

Are you looking for some excellent advertising dissertation topics to kickstart your marketing dissertation? If yes, your search is over because we have provided several unique and intriguing advertising thesis ideas for you to choose from.

List Of Dissertation Topics For Advertising

All B2B and B2C businesses rely on advertising for a significant part of their revenue.

Keeping up with the latest trends in advertising dissertation topics is the best way to stay current with the advertising industry.

These inspirational advertising dissertation topics will help you get started if you’re thinking about writing your dissertation on advertising. Further, we have selected the best marketing dissertation topics so that you can get a perfect one conceived by combining marketing and advertising topics.

• Evaluating return on investment through social media marketing
• Exploring how viral videos have affected traditional advertising techniques
• Factors affecting product recall rate by consumers
• Brand Image, Brand Management, and Brand Strategy
• Customer Satisfaction, Loyalty, and Word-of-Mouth Behaviors
• The Effect of Advertising on Consumer Behavior
• The effects of mobile ads on purchase decisions
• The Effect of Advertising on the Media Industry
• The Role of Advertising in the Pharmaceutical Industry
• Study the ways that marketing can enhance both present and future fashion store performance.
• Identify the primary marketing techniques used by American businesspeople who are entering markets with limited experience.
• Advertising, Consumerism, and Gender Issues
• The Role of Consumers in the Development of the Global Economy
• The reasons for consumers to buy advertised products and services
• The effects of advertisements on the economy, society, and culture
• Public Relations Research Methods & Techniques
• The development of advertising in the past
• The role of advertising in marketing management
• Advertising and Branding Strategies
• Advertising and Commercialisation of Music
• The advantages and disadvantages of advertising
• Explore the elements that influence consumers’ decisions to buy cosmetics.
• A detailed study of the best marketing tactics for new businesses.
• Determining how much millennials know that gambling advertisements are displayed on internet platforms.
• Contrasting digital advertising tactics for various organisations throughout cultures.
• The effects of cartoons that encourage good behaviours on parents’ and kids’ purchasing decisions.
• Influence of advertising on the number of sales 
• A systematic analysis of the evolution of advertising methods
• A comparison of print versus modern digital advertising trends. 
• How does the rise of voice assistants affect the future of voice search?
• The Effectiveness of Cross-Channel Advertising Campaigns in Creating a Unified Brand Experience

Research Areas In Advertising

Direct advertising.

Advertising of this type is the most common. A company or organisation sends messages directly related to the purchase of a product to its customers. Using a newspaper or magazine ad for maximum exposure is an example of direct advertising.

Indirect Advertising

Another popular marketing strategy is indirect advertising. Promotions and sponsorships create buzz about your product or service indirectly. Television, radio, and print ads are the most common types of indirect advertising.

Email Advertisement

You can interact directly with your customers through email advertisement, which is one of the most profitable forms of advertising. Besides building an email list of your target audience, this will also keep them updated about your new products.

Online Advertisement

It is widely used to reach different types of customers online as one of the most cost-effective forms of advertising. You can leverage the power of online advertising regardless of your size, whether a small catering company or a sizeable b2b retailer and enjoy significant popularity over social media and other online platforms.

Also read: Online Marketing Dissertation Topics

Promotion Advertising

A company uses this type of advertising to promote a product explicitly designed for a specific industry. Using promotional advertising to raise money for non-profit organisations is an excellent example.

Public Relations (PR)

It encompasses all communication between an organisation and its public, including consumers, media, investors, and competitors. In addition to direct marketing, such as press releases and news releases, it advertises in traditional media and promotes your business through social media channels.

Also read:  Public Relations Dissertation Topics

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Advertising has been a part of business for decades. Whether it is posters, billboards, radio, television, or social media, all forms of advertising aim to attract customers.

Whatever topic you choose for your advertisement dissertation, make sure to do proper research and begin your writing with a hook. You can expand your understanding of this topic by reading books on advertisements, such as 7 Rules of the Advertisement or The Wizard of Ads.

Advertising campaigns like these not only advertise the product but also encourage people to buy it. You can expand your customer base and bring your product into the spotlight if you advertise the right way.

Check out these great advertising dissertation topics if you need some inspiration. If you’re creative and persistent, you’ll be able to find a topic that suits your interests and tackles an important advertising issue. Once you get your desired topic and may need assistance writing an outline for your dissertation , our experts are available 24/7 for you.

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How to find dissertation topics about advertising.

For dissertation topics about advertising:

• Analyse emerging ad trends.
• Investigate ethical concerns.
• Examine cultural influences.
• Explore digital marketing shifts.
• Survey consumer behavior changes.
• Consider ads’ psychological effects.

What is advertising?

Advertising aims to promote or sell goods and services to consumers. Marketing communication uses print, audio, visual, and online channels to persuade people to purchase. There are many ways to advertise, from billboards and television commercials to word-of-mouth marketing.

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The 23 Most Impactful Advertising Campaign Examples Ever

By Joe Weller | September 19, 2023

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Creating an ad campaign is similar to getting ready for speed dating: You have 30 seconds to make your mark, or your audience will leave bored and never remember your name — or tagline.

But how do you make a good first impression when your audience consumes between 4,000 and 8,000 ads per day? Inspiration can strike anywhere at any time, so with the help of experts we’ve curated a list of 23 impactful advertising campaign examples to help you understand what an ad campaign is , the types of campaigns you can create, and the elements you should include in a successful advertising campaign.

1. Nike: Just Do It Campaign

In the 1980s, Nike’s biggest competitor was outselling the now-famous athletic brand. Nike was advertising almost exclusively to marathon runners, and it was losing the race. Enter “Just Do It”: the advertising campaign designed with everyone in mind. By expanding its target audience to athletes and nonathletes alike, Nike’s new tagline embodied the universal drive people feel while exercising. In doing so, they substantially increased their sales and created a long-lasting campaign that continues to resonate with the brand’s audience.

Launch Year: 1988 Campaign Medium: All  Expert Takeaway: “The slogan itself is simple and powerful, encouraging individuals to take action and push their limits. Moreover, Nike has consistently featured inspiring athletes in their advertisements, which helps to create an emotional connection with consumers. Overall, the ‘Just Do It’ campaign is memorable, motivating, and has had a lasting impact on advertising.” — Bridget Reed, co-founder at The Word Counter

2. McDonald’s: I’m Lovin’ It Campaign

While visual imagery is vital when creating an advertising campaign, sound can be just as effective. In 2003, McDonald’s ran an international ad campaign competition to update its current branding. Originally sung by Justin Timberlake before receiving one of the most famous upgrades in history, the jingle “Ba da ba ba ba, I’m lovin’ it” was awarded a permanent spot in McDonald’s advertisements.

Launch Year: 2003 Campaign Medium: All Key Takeaway: Consider mixing audio into your advertising campaigns, including media or social media assets. When creating ad campaigns, user-generated content can be incredibly successful — jingles, social media posts, comments, and more. One of a brand’s strongest assets is an audience that advocates for the products and services they love.

3. Old Spice: The Man Your Man Could Smell Like Campaign

After Old Spice’s initial “Smell like a man, man” campaign went viral in early 2010, the brand jumped to social media to ride the wave. The Old Spice Man created interactive videos responding to comments on various social media platforms, including Facebook and Twitter, all while remaining in character and nailing the brand’s voice. While advertising Old Spice’s products, this ad campaign also increased their target audience and social media followers by thousands of people.

Launch Year: 2010 Campaign Medium: Media and social media Expert Takeaway: Old Spice’s campaign is best “known for its humor, creativity, and viral impact. By targeting both men and women with witty and entertaining commercials, it created memorable moments and engaged viewers effectively.” — Olivia Lin, marketing specialist at Tabrick

4. Dove: Real Beauty Campaign

Some ad campaigns challenge society while others simply move with the current, and Dove’s Real Beauty campaign was designed to do the former. This ad campaign challenged the beauty industry’s incredibly high — often impossible — standards of female beauty. In a series of videos, advertisements, projects, and sketches, this still-evolving ad campaign increased the brand’s profits by almost $2 billion while celebrating, supporting, and standing with women.

Launch Year: 2004 Campaign Medium: Media and social media Expert Takeaway: The Real Beauty campaign “challenged traditional beauty standards and promoted self-acceptance. It featured diverse women of different ages, sizes, and ethnicities, celebrating their unique beauty. This campaign resonated with audiences as it challenged the narrow definition of beauty portrayed in the media, making it compelling by promoting inclusivity and empowering women to embrace their natural beauty.” — Oliver Andrews, editor at OA Design Services

5. Snickers: You’re Not You When You’re Hungry Campaign

Beloved celebrities like Betty White and Elton John joined Snickers in one of the company’s most successful ad campaigns. In a series of video commercials, the brand used celebrities to portray unlikely behaviors caused by hunger. After receiving a Snickers candy bar, the celebrities transformed into everyday people acting normally, which solidified Snickers as a hunger-beating snack option rather than a simple candy bar. 

Launch Year: 2010 Campaign Medium: Media Key Takeaway: Clever ads that also provide solutions to customer issues frequently perform well. Learning your target audience’s pain points and providing simple, straightforward solutions through ad campaigns can help build brand loyalty and trust.

6. Always: #LikeAGirl Campaign

There’s nothing like a strong hashtag with a compelling message, and that’s exactly what Always created with their 2014 #LikeAGirl advertising campaign. This simple yet powerful campaign compared men’s and women’s abilities and proved that women — no matter their age — are just as capable as men. The campaign became wildly successful by fighting gender stereotypes.

Year: 2014 Campaign Medium: Media and social media Expert Takeaway: “The #LikeAGirl campaign drove self-confidence and empowerment in girls. This 2014 campaign targeted the stereotypes that girls are weak and not powerful enough to achieve milestones. It also shows that the brand shares similar values with its customers, [which] fosters brand loyalty and gives meaning to the products.” — Jessica Shee, marketing manager at iBoysoft

7. Coca-Cola: Share A Coke Campaign

Gift shops are full of personalized keychains emblazoned with popular names like Mary, John, Rebecca, and David. Coca-Cola understood that people love to find and purchase items with specific names, so they created the Share a Coke campaign designed with personality in mind. Using various advertising platforms, Coca-Cola saw the massive impact personalization could have on its brand after selling more than 250 million bottles in the first few months of its original Australian release.

Year: 2011 Campaign Medium: Print, media, and social media Expert Takeaway: “What actually made this campaign particularly compelling was its clever use of personalization, its ability to capture the attention of customers, and its effective use of social media. The Share a Coke campaign is one of the most successful and compelling ad campaigns of all time.” — Jaden Oh, chief of marketing at Traffv

8. Dos Equis: The Most Interesting Man In The World Campaign

Combining catchy taglines and unforgettable characters is a surefire way to create memorable advertising campaigns. When Dos Equis introduced its “The Most Interesting Man in the World” campaign in 2006, it slowly and subtly changed how customers viewed the brand’s product. With an indulgent character showcasing his preference for Dos Equis beer, ad viewers were introduced to a new way of thinking about potential vices, like alcohol and cigars.

Year: 2006 Campaign Medium: Print, media, and social media Key Takeaway: Characterization can make an advertising campaign memorable. Dos Equis’s Most Interesting Man in the World is hard to forget — even though the original has since been replaced. Additionally, the original characterization gave the brand a specific energy that customers could only associate with Dos Equis beer.

9. Google: Year in Search Campaign

Google’s “Year in Search” campaign is an experiment in current events and relationships — what captured the globe’s attention in a single calendar year? By recognizing the brand’s most searched queries and connecting strangers or groups of people based on their search history, Google effectively communicated the message that nobody is truly alone. Using sources that range from local to global, the “Year in Search” campaign continues to unite Google’s users.

Year: 2010 Campaign Medium: Media Key Takeaway: New, old, and potential customers want to feel seen and heard. Google’s “Year in Search” campaign shows its audience that it hears their desires. Additionally, this campaign showcases the brand’s humanity by connecting with its users, and connecting them with each other.

10. Wendy’s: Where’s the Beef? Campaign

In 1984, the phrase, “Where’s the beef?” took the world by storm. Instead of focusing solely on its products and offerings, Wendy’s dared to call out its competitor’s products in this famous ad campaign. The phrase stuck, but the brand didn’t wear it out or continue to knock its competitors. Instead, they let word-of-mouth advertising continue promoting this campaign while professionally creating new, improved, brand-focused advertisements.

Year: 1984 Campaign Medium: Media Key Takeaway: Knocking a competitor’s product can be a component of a successful advertising campaign, but businesses must do it with tact. Once an initial statement has run its course, sometimes a brand should brainstorm new ad ideas instead of reprising successful campaigns.

11. TOMS: One For One

In 2006, TOMS introduced its One For One advertising campaign, which operated on a buy-one-give-one model. Under this model, TOMS promised to give a pair of shoes to communities in need for every pair bought. The brand later expanded this initiative to help support education, health, and community development projects.

Year: 2006 Campaign Medium: Print and media Expert Takeaway: TOMS’ One For One campaign “is not just about selling shoes; it's about selling a cause. It makes consumers feel they are contributing to a positive change, adding a significant emotional value to each purchase. The key takeaway here is the power of purpose-driven marketing. In today's world, consumers are looking for more than just products; they're looking for brands that align with their values and make them feel good about their purchases.” — Kacper Rafalski, demand generation team leader at Netguru

12. Dunkin’: America Runs on Dunkin’ Campaign

It’s no secret that coffee is an important part of many people’s lives. In 2006, Dunkin’ (then Dunkin’ Donuts) coined the phrase “America runs on Dunkin’,” which highlighted how the brand could help anyone — from average customers to other businesses or organizations. This ad campaign successfully painted Dunkin’ in a new light and propelled the brand into the hands of new and returning customers.

Year: 2006 Campaign Medium: Print and media Key Takeaway: Dunkin’ released its new tagline and an updated business plan. While an ad campaign can reach new customers and be successful on its own, it’s sometimes necessary to pair a campaign plan with a company rebrand.

13. ALS: Ice Bucket Challenge

Not every ad campaign needs to start with great aspirations — some of the greatest campaigns in history have been organic movements that went viral. For example, the ALS ice bucket challenge in 2014 gained notoriety due less to paid advertising and more to social media and influencer marketing. With celebrity endorsements like Bill Gates, Chris Pratt, and LeBron James, the ALS ice bucket challenge soared, and proved how successful advertising campaigns could be when they engaged audiences in an activity or competition.

Year: 2014 Campaign Medium: Media and social media Key Takeaway: Don’t be afraid to leverage social media to help increase the success of an ad campaign. Experiential marketing elements like challenges and giveaways can encourage engagement, while other marketing tactics like influencer and affiliate marketing can increase an ad campaign’s reach.

14. Red Bull: Stratos Campaign

Red Bull’s Stratos campaign is one of the most famous and successful examples of collaboration marketing at work inside an advertising campaign. While staying true to its target audience and values, the company planned and funded an extreme skydiving stunt, which took place in 2012. The three-hour livestream — now an on-demand video — included extensive Red Bull advertising, which cemented the brand as a daring, risk-taking company.

Year: 2012 Campaign Medium: Media and social media Key Takeaway: Even though Red Bull’s Stratos experiment became a record-breaking experience, it’s possible to use smaller-scale stunts to promote brands. If it aligns with your values and the interests of your target audience, consider weaving a new or daring event into the planning of your ad campaign.

15. Dollar Shave Club: Everyman’s Brand Campaign

After officially launching the brand in 2011, Dollar Shave Club took to the screens and produced one of the best advertising campaigns ever. With a budget of $4,500, the brand created a simple video advertisement showcasing the company’s durable products and affordable prices, which helped cement Dollar Shave Club as an “everyman” brand — or a brand designed for every person, everywhere. The video went viral, and the company got acquired for $1 billion in 2016.

Year: 2012 Campaign Medium: Media and social media Expert Takeaway: “Despite working with a relatively modest budget, the Dollar Shave Club managed to use humor and authenticity to resonate deeply with its target audience. Rather than resorting to the glossy, polished ads typical of many razor companies, they positioned themselves as the 'everyman’s brand', and it worked phenomenally well. It's a great example of how sincere messaging can catapult a brand to remarkable heights. That debut video wasn't just an ad; it was the start of a billion-dollar story.” — Kyle Roof, co-founder of PageOptimizer Pro

16. California Milk Processor Board: Got Milk? Campaign

People typically view everyday products as necessities rather than luxuries. For children, milk is a necessary part of a balanced diet, and the California Milk Processor Board used this knowledge to target milk drinkers in its now-famous “Got Milk?” advertising campaign. Its celebrity-studded, milk-mustachioed campaign used various marketing tactics — including co-branding and early influencer marketing — to convince current milk users that the beverage was worth investing in and advocating for.

Year: 1994 Campaign Medium: Print, media, email, and social media Key Takeaway: Instead of focusing its ad campaign on new customers, the California Milk Processor Board targeted former and current customers by advertising why they should continue using its product. In some cases, an ad campaign can extend its reach outside its current audience simply by focusing its efforts on those already interacting with its products.

17. Apple: Think Different Campaign

What do famous greats like Einstein, Gandhi, and Picasso have in common? Well, one thing: they each changed the world in their respective areas while fielding insults and disapproval at every step. Apple’s 1997 “Think Different” campaign highlighted these heroes — and others — to elevate the ideas behind innovation and individuality. As a brand going against the technological status quo, Apple’s ad campaign proved how successful thinking differently could be.

Year: 1997 Campaign Medium: Media Expert Takeaway: “This campaign was revolutionary in simplicity and impact. It featured iconic figures such as Albert Einstein and Martin Luther King, Jr., celebrating individuals who challenged the status quo and changed the world. The campaign inspired people to think differently and embrace innovation. Apple effectively conveyed its brand values of creativity, individuality, and non-conformity through this campaign.” — Jonathan Zacharias, founder at GR0

18. FedEx: When It Absolutely, Positively Has To Be There Overnight Campaign

When ordering online or mailing packages across the country, from forgotten costumes or presents to items with short expiration dates, time is truly of the essence. Plenty of customers have experienced the need for overnight delivery. In 1978, FedEx created an ad campaign focused on the company’s delivery time rather than its prices, which eventually helped lead to the company’s shipping notoriety and brand success.

Year: 1978 Campaign Medium: Media Key Takeaway: Consider creating an ad campaign to help solve a specific problem or answer a question. Your target audience is more likely to engage with your brand or ad campaign if they benefit from the interaction.

19. American Express: Shop Small Campaign

As a reaction to Black Friday, American Express began promoting Small Business Saturday in 2010. Its “Shop Small” ad campaign was created to help counteract the recession at the time, and the campaign was officially recognized by the U.S. Senate the following year. American Express aligned its goals and values with those of small, local communities, which helped create a lasting, successful advertising campaign.

Year: 2010 Campaign Medium: Media and social media Key Takeaway: American Express’s “Shop Small” campaign did more than encourage shoppers to purchase products from small businesses — it highlighted the growing scarcity of local businesses and the difficult climate created by the recession. The brand’s campaign advertised the needs of the country’s local communities rather than its own, which promoted brand awareness and increased loyalty and trust.

20. Volkswagen: “Think Small” Campaign

Advertising campaigns are not just a marketing campaign of the present and future — Volkswagen’s “Think Small” campaign rocked the boat in the middle of the 20th century. Sticking with an honest, authentic approach, this brand never marketed itself as something it wasn’t. Instead, it aimed to convince its audience that different wasn’t bad — that it was, in fact, a major benefit of the brand. With its minimalist marketing design, Volkswagen changed the advertising world and the opinions of its critical market.

Year: 1959 Campaign Medium: Print and media Expert Takeaway: “This campaign challenged car advertising norms by highlighting the Volkswagen Beetle's compact size. Its clever and minimalistic approach stood out and redefined how cars were marketed.” — Alana Armstrong, co-founding partner at Alan Aldous

21. De Beers: A Diamond Is Forever

Named the most memorable ad slogan of the century in 1999, De Beers’s “A Diamond Is Forever” campaign targeted men of marrying age. It communicated that every marriage deserves a diamond ring, and as a diamond lasts forever, so should a marriage with a diamond ring. This ad campaign’s message mixed necessity with luxury and changed the course of the jewelry industry.

Year: 1948 Campaign Medium: Print Expert Takeaway: Attempting to counteract decreasing diamond purchases, De Beers created a campaign designed to showcase the longevity of diamonds and their enduring value. “De Beers’s ‘A Diamond Is Forever’ campaign targeted young men who wanted to demonstrate their status and present something extra special to the significant woman in their lives.” — Khaled Bentoumi, co-founder of *anyIP*

22. InVision: Design Disruptors

As technology and technology-focused industries increase, InVision recognized the need to expand design beyond its current limits. Its documentary and ad campaign — Design Disruptors — featured 15 designers from unique companies. This campaign helped transform plenty of industry expectations concerning brand design by focusing on innovations in product design.

Year: 2016 Campaign Medium: Media and social media Expert Takeaway: “InVision effectively used Facebook’s retargeting capabilities to guide viewers through the series, building brand credibility by providing valuable industry insights. By offering a downloadable resource at the end of the series, they captured leads and nurtured these relationships beyond the initial interaction. What's compelling is their strategic use of Facebook’s tools and video content to simultaneously position themselves as a thought leader, build a community, and generate leads. This campaign is a testament to the potential of social media marketing when aligned with a brand’s broader goals.” — George Panayides, digital marketing technician at The Digital XX

23. Ecosia: Plant Trees While You Search

Looking to create a better world, Ecosia launched its “Plant Trees While You Search” initiative, which plants trees for every online search made by its users. This ad campaign positions the brand as an eco-aware online tool that uplifts local communities in more than 35 countries. Instead of focusing solely on its users’ actions, this campaign extends Ecosia’s contentious thinking beyond the borders of the search bar.

Year: 2009 Campaign Medium: Media Expert Takeaway: “Its simplicity and impactful message make it compelling. It's not just about promoting a product but about making a difference in the world. [Ecosia’s] campaign success lies in its ability to connect with the audience on a deeper, emotional level, making it a powerful example of purpose-driven marketing.” — Sarah Berthe, founder at SEO with Sarah

What Is An Ad Campaign?

An ad campaign refers to a collection of advertisements that use similar tones, messaging, and design assets to portray a similar message. Businesses can optimize specific portions of an ad campaign for different platforms, which can help brands continue to promote their messages through a product’s lifecycle without boring or frustrating their audience.

The most common platforms marketers include in ad campaigns include the following:

• Print: Newspaper ads, physical mail, and magazine advertisements are some of the most common forms of print advertising.
• Email: Catchy subject lines and time-sensitive messages usually comprise email ads that users can view on smart devices from virtually anywhere.
• Media: Many marketers will design media-specific campaigns, from television to radio. These types of campaigns can even show up on social media platforms.
• Social Media: From in-app advertisements to pop-up notifications and video ads, social media has become one of the most popular platforms for ad campaigns. 
• Search Engines: Search engines use an auction-based system to allow marketers to bid on keywords and advertise services or products on search engine results pages.

Types of Ad Campaigns

Before creating an ad campaign , it’s important to understand the different types of campaigns and when to use them. There are four main types of ad campaigns: 

• Informative: Informative campaigns are meant to inform customers about products, services, promotions, and more. These campaigns usually aim to increase brand awareness, authority, trust, and loyalty.
• Persuasive: Persuasive campaigns are designed to encourage readers to make a decision. These campaigns can target products, sales, subscriptions, time-sensitive promotions, and other conversion-centric decisions.
• Reminders: With so many advertisements flooding the average person’s day-to-day life, reminder ads simply remind audience members of their purchasing options — including expiration dates for rewards and promotions.
• Reinforcement: The purpose of reinforcement ads is to reassure customers of their decisions and provide guidance about the best ways to use or enhance their product experience after purchasing.

Elements of a Successful Ad Campaign

No matter what ad campaign you create, there are usually two key components: a target audience, and campaign goals. Whether your campaign is designed to sell a product or promote a service, including these elements in your campaign’s design can help you succeed.

Audience-Centric

A successful ad campaign keeps its audience in mind, and always engaged. Whether your campaign aims to increase brand awareness, attract new customers, or keep the interest of previous customers, you need to know and understand your target audience to create an audience-centric campaign.

While an ad campaign uses various types of advertisements across different platforms, it is still a singular campaign attempting to reach specific goals. To be successful, each component of the campaign must be cohesive — even if you design them for different audiences or platforms. A creative project management plan for an advertising campaign can ensure that your language, tone, design assets, and other campaign elements follow a singular set of guidelines.

Visually Appealing

Unless you are solely advertising on audio-only platforms, the visual appeal of your ads can greatly affect their success. Using engaging colors, unique fonts, and fun illustration styles can increase the appeal of an ad campaign’s offerings. Plus, by prioritizing color contrast and character representation in a campaign’s designs, marketers can make advertisements both accessible and appealing — this can greatly increase a campaign’s potential reach while respecting individual needs.

Clear Messaging

All components of a single campaign need to focus on and prioritize a single message. Whether promoting a new product, giving away a free trial, or increasing brand awareness, your advertisements should all use clear, straightforward messaging focused on the same outcome.

Goal-Focused

Along with clear messaging, an ad campaign should be focused on a specific goal, or goals. Your messaging will change depending on the action you want your audience to take. For example, if you want your audience to trust you, you must create informational, researched-based advertisements designed with their needs in mind. Before creating any promotional material, decide on a campaign’s goal and adjust your language, visuals, and medium choices.

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Advertising Research: Meaning, and Why It Matters

On: Advertising , Advertising Research Modified: May 7, 2024

What’s it:  Advertising research is a method for assessing and evaluating the efficacy of advertising. This kind of research focuses on the performance of a particular ad or ad campaign. It is also useful for understanding how advertising works or how consumers use and respond to advertising messages.

Why advertising research is important 

Advertising research is a part of marketing research , specifically useful for evaluating and improving advertising efficiency. Researchers systematically collect and analyze information to help develop or evaluate advertising strategies, advertising campaigns, and media.

Advertising research is important because apart from affecting sales, it also affects the cost of an ad. When the advertising strategy is effective, it generates maximum sales with a minimal budget. So, it helps determine the success of an advertising campaign by measuring its impact on its audiences.

One way to measure effectiveness is to evaluate whether the advertisement has served its purpose. And specifically, the three main goals of advertising are:

• Increasing product awareness
• Changing consumer attitudes
• Creating a buying tendency

Types of advertising research

Consultants or research firms generally offer two types of research:

• Customized research
• Syndicated research

In customized research, the client will ask the consultant to research a specific topic according to their needs. After the research is complete, the consultant presents and submits the results to the client.

For example, Company ABC asks the AC Nielsen company to research an XYZ brand coffee drink advertisement. We call this customized research. This information is specific to Company ABC only, so AC Nielsen may not sell or publish research results to outside parties without the client’s permission.

Meanwhile, in syndicated research, consultants conduct independent and general research. They can sell their research to various clients. For example, at another time, AC Nielsen examined the effect of advertising on millennials’ preferences in buying coffee drinks. In this case, AC Nielsen conducted a syndicated study. They can sell coffee drinks to Company ABC or other companies.

Copy testing

Various methods can be used in advertising research. One that is quite popular is copy testing.

Copy testing uses consumer responses, feedback, and behavior to achieve multiple results. In this method, three dimensions are measured:

• Cognitive dimension
• Affective dimension
• Conative dimension

Cognitive dimension  aims to determine what consumers know about products, brands, services, or what they remember from previous advertisements. This research is usually carried out by establishing focus groups, physiological studies, or other methods.

Next is the  affective dimension . This dimension learns about consumer attitudes towards products after being exposed to certain advertisements or ad campaigns. Research can take several methods, such as focus groups and central location testing.

The  conative dimension  studies actual consumer behavior to find out what they will do after watching an ad. Researchers asked consumers if they would like to buy the product after seeing the advertisement. This research usually runs after the release of an ad or campaign.

Advertising topics

Advertising research can take on a wide variety of topics. The following are among them:

• Demographic research.  Researchers will usually divide consumers into different groups based on several criteria, such as age and income. Researchers then study and observe the attachment of a product to these criteria. The research results are used as input in designing advertising messages and choosing the right advertising media.
• Psychographic studies.  It is to learn consumer attitudes and behavior toward certain products. Just like demographic research, research output is useful for designing advertising messages and selecting advertising media. So, when it has been launched, it has an intended effect.
• Popularity research.  In addition to knowing the popularity of an ad, research focuses on its reach and frequency.
• Media research.  The main goal is to determine the most effective media for advertising success. It is not only about the type of media, but also about determining the right time to reach the target audience. One example is  Nielsen ratings .
• Market share research.  The research topic is to study changes in a company’s market share before and after an advertising campaign.
• Competition research.  The study covers many aspects ranging from advertising budget, the attractiveness of advertising messages, the media used to audience response.

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Ad Blitz: Exploring Innovative Advertising Dissertation Topics

Advertising Dissertation Topic: “The Impact of User-Generated Content (UGC) in Social Media Advertising” Brief: This dissertation topic delves into the dynamic world of social media advertising, focusing on the influence of user-generated content (UGC). It seeks to explore how UGC, including customer reviews, testimonials, and social media posts, affects consumer perceptions, trust, and purchase behavior […]

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Advertising Dissertation Topic: “The Impact of User-Generated Content (UGC) in Social Media Advertising”

Brief : This dissertation topic delves into the dynamic world of social media advertising, focusing on the influence of user-generated content (UGC). It seeks to explore how UGC, including customer reviews, testimonials, and social media posts, affects consumer perceptions, trust, and purchase behavior in the context of advertising campaigns. The research aims to understand the various strategies employed by brands to encourage and leverage UGC and how these strategies impact brand-consumer relationships. By analyzing real-world cases, consumer responses, and the ethical considerations surrounding UGC, this study investigates the effectiveness of this advertising approach and its implications for the marketing landscape. The findings will shed light on the significance of authentic user-contributed content and its role in shaping modern advertising practices.

What are the best dissertation topics in advertising?

Are you looking for research proposal topics on advertising? We’ve got this range of advertising dissertation topics on digital and conventional ads. The list is prepared after thorough research on the emerging trends and the approaches that have influenced advertisement and marketing. These targeted advertising dissertation topics can aid you in covering up your undergrad and master’s degrees in the field of advertising , marketing , or digital marketing .

Related Advertising Dissertation Subjects

• Print Advertising: Newspaper, magazines, & brochure advertisements, etc.
• Broadcast Advertising: Television and radio advertisements.
• Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
• Digital Advertising: Advertisements displayed over the internet and on digital devices

Here are the best Advertising dissertation topics and Advertising research titles for undergraduate and master’s students

Study the impact of consumer opinions on the behavior of consumers who look at the perspective of ads on social networks. The influence of TV advertising on the shopping behavior of consumers in developing countries. The role of ad blocking in user interaction on the site. The importance of informative advertising dissertation topics in the pharmaceutical sector. Below are the best online advertising dissertation topics for college students.

Good Advertising dissertation topics

• An exploration of the concept of Internet advertising and its impact on the sales and revenues of hotels
• To analyze the differences between traditional and online advertising.
• To study the impact of emerging online advertising trends on the buying behavior of youth.
• How are corporations competing for customers’ attention by focusing on advertising tactics?
• To what extent does advertising influence the intention of purchasing social media entertainment?
• How are digital influencers playing a role in influencing youngsters?
• To what extent are businesses using celebrity endorsement to enhance the impact of advertisement on target consumers?
• Examining the pros and cons of advertising.
• A literature review on the evolution of advertising.
• To find out how the advancement of technology has benefited marketers in advertising their products.
• Evaluating the portrayal of women in advertisements.
• The study of the impact of digital marketers in planning advertising campaigns.
• Studying the effectiveness of YouTube advertising and marketing practices on consumer purchasing decisions.
• Investigating the link between brand exploitation and impulsive buying.
• What is the role of social media platforms in today’s world of digitalization?
• Studying the connection between organic and inorganic reach.
• Take the case of Nike to determine factors that affect customer loyalty.
• Studying the impact of brand strategies on Instagram that influence the youth.
• To what extent does advertising in America perpetuate racial stereotypes?
• Examination of the mediation model of the impact of for and non-profit environmental advertising.

Hot Advertising Research Titles

• Studying the moderating impact of culture on food advertising campaigns.
• Studying the moderating impact of cultural fashion advertising campaigns.
• An analysis of the consumption patterns and behavior on physical attributes of brand ambassadors.
• How does global advertising influence brand value?
• An exploration of consumerism across global cultures and its impact on advertising.
• The ethical dilemmas related to online advertisements.
• The significance of religion-oriented tourism marketing strategies taking the case of Pakistan.
• What are the successful marketing approaches that can benefit in breaking through a strong market monopoly?
• Studying the influential effect of promotion activities on recession
• Analyzing the effectiveness of the used channel of marketing on consumer purchase decisions.
• Studying the impact of used direct marketing channels on consumer purchase decisions.
• To what extent has the COVID-19 pandemic influenced the advertising strategies of food businesses?
• How does search engine optimization influence the overall online marketing strategy?
• Considering Facebook Ads, focus on studying the role of online ads on e-commerce sales revenue
• How has online marketing helped brands stay ahead during the pandemic?
• Explain the marketing strategy that a manufacturing company should use when entering a metering industry with monopoly competition.
• Discover how effective marketing can improve future and current fashion sales performance.
• Highlight the key marketing strategies that American entrepreneurs have implemented in business areas with little expertise.
• Explain whether a sales audit can provide a viable intervention in sales relationships.
• Explain how consumer behavior, such as the environment, personal attitudes, and sales, is affected.
• Investigate the factors that influence consumers’ purchasing decisions for facial products.
• Explain one-way marketing and discuss revenue and results.
• What is the impact of direct marketing strategies on the competitive advantage in the industry?
• Discuss how Ponzi schemes work in the US and explain their negative consequences for buyers.

More interesting advertising dissertation topics

• Analyze how SMEs can grow by marketing their CSR.
• Evaluate how Chinese hotels are using marketing to survive the recession.
• What is the difference between unified and adaptive marketing tactics?
• See US Ethical Marketing Issues.
• Investigate the ethical issues associated with trafficking in children online.
• Explain how you can implement international marketing strategies.
• What is better between Google and Amazon PPC marketing?
• Which is the best platform for microblogging?
• Studying the role of social media reviews in brand reputation
• Studying the effects of violent television programs on youth.
• To find out the effects of advertisement on the success of a business organization
• Studying the survival strategy for a mass media organization in terms of advertisement.
• An evaluation of online advertisement and consumer perception on purchase decision of smartphones.
• An analysis of the unethical practices in advertising taking a case study.
• How is television a positive contributor to the socialization of children?
• How is the role of women enhanced in advertisements?
• What is the impact of Ad blocking on user engagement with the brand?
• An analysis of the informative advertisements in the context of the pharmaceutical sector.
• Studying the impact of consumer behavior on social media advertising perspective
• An evaluation of the response of bilinguals toward advertisements related to different products
• Studying digital native advertising and its impact on the practitioner’s perspectives.

Above is the list of best Advertising dissertation topics pick any one of your choices, if you are still unable to find research topics in advertising blow is our custom topic mini proposal service to get an advertising dissertation topic brief of 500 to 600 words from our experts.

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100 best marketing research topics for all.

Because of the many aspects of marketing, choosing marketing topics to write about may put one in a dicey situation. This article provides some hot topics in marketing that will help you select an area of focus and select relevant topics from that niche. From marketing research topics for college students to social issues in marketing, we have got you covered! So sit down and relax as we take you through the list of marketing research topics our professional writers prepared just for you!

Marketing Thesis Topics

Are you in need of well-thought-out marketing thesis topics and marketing dissertation topics? Then you’re in the right place! This list of marketing paper topics presented will give you a distinct thesis/dissertation.

• Analysis and determination of consumer buying behavior for Coca-Cola
• A study on famous well-marketed brands that got away with selling substandard quality products
• A study showing the impact of advertising on consumer behavior
• Brand advertising and political campaigns: a possible interwoven impact?
• A review of the outcomes of advertising in a recession
• Exhaustive research on how brands exploit impulsive buying
• A study of how celebrity endorsements on ROI affect CPG brands
• A survey of the impact of augmented reality on marketing experiences
• Critical research on how AI will help make better marketing decisions
• A study of the perspective and reception of Americans to targeted ads based on their browser history

Current Marketing Issues

There are numerous marketing issues around the world today. These global marketing issues threaten the survival of many businesses and the economy at large. Here is a list of current marketing issues!

• A decline in organic reach on social media platforms
• Difficulty in building a well-recognized brand name
• Getting readers to see content
• Understanding marketing results
• Marketing budgets included by BREXIT
• Optimizing business for voice search
• Bridging the technology gap
• Ensuring compliance with GDPR
• Overdependence of potential customers on amazon
• The effect of COVID-19 on the global economy

Marketing Research Topics

Getting marketing topics for research has been made considerably more comfortable with this list of marketing research paper topics. Ready to explore the marketing research topics we have, let’s delve right in!

• Exploring how organizations use corporate social responsibility (CSR) to reinforce brand equity
• The effect of social media on buying choices
• Online purchasing: a study of the product characteristics buyers look for
• An exploration of the differences in marketing strategies across cultures
• Manipulation tactics: how brands can get more customers
• A study of how customer loyalty is affected by brand image
• Analyzing how TV advertising affects the top of mind awareness
• Do people appreciate being click baited into sponsored posts?
• A study on how to make customers purchase goods and services in the luxury category

Digital Marketing Blog Topics

Digital marketing remains a very important aspect of marketing in the world today. Here are some very juicy digital marketing topics you can write a great blog on!

• 10 insightful differences between paid search and organic search
• Tips for promoting content on Pinterest
• SEO tactics to avoid like the plague
• How to increase your followers on social media
• Best tips to help you grow your paid social ROAS
• Why should you follow your competitors on social media?
• Dos and don’ts of social media marketing
• How to create content your audience will be eager to share

Marketing Essay Topics

• What is the most effective form of marketing?
• Internet marketing trends to expect in the future
• What important brand attributes lead to an increase in customer loyalty?
• A look into marketing approaches that broke through strong market monopoly
• The impact of social media on consumer buying behavior
• Comparison of advertising versus building brand equity
• Rebuilding trust in influencer marketing
• How to generate leads effectively

Content Marketing Topics

• 10 biggest graphic design mistakes companies make in their marketing pieces
• How to create captivating e-newsletters that people will pay attention to
• Repurposing marketing content for small businesses
• Working more micro-content into marketing efforts
• Multi-step versus one-step content marketing campaigns
• The five Cs when creating content marketing copy
• Creating compelling content marketing campaigns in 10 steps
• Content marketing: how to generate more leads and close sales

Strategic Marketing Problems

There are many marketing problems in companies and businesses that threaten to cripple the advancement of the industry. Here is a list of some marketing problems you may be willing to proffer solutions to.

• Inability to explain products or services delivered
• Not clearly defining a company’s market segment
• Lack of innovating commercial department
• Lack of business visibility
• Missing links between sales and marketing departments
• Lack of marketing plan
• Lack of personal branding, brand image, and professional reputation
• Thinking the company or business can survive without marketing

Marketing Blog Topics

• Facebook advertising: pros and cons
• 10 benefits of inbound marketing
• The most frustrating problems faced in inbound marketing
• How to generate subscribers for your blog faster than ever!
• 10 benefits of content marketing lead magnets
• Five video content marketing myths you must discard
• 30 social media campaign ideas from big brands

Controversial Marketing Topics

• Does google give preferential treatment to big brands?
• Does social media affect SEO ranking?
• Are grey SEO techniques safe?
• Are YouTube videos more engaging than TV ads?
• Are building e-mail lists still one of the best ways to sell?
• Will immersion marketing through VR technology to be accepted?

Sport Marketing Research Topics

Sports marketing continues to remain a significant source of revenue. Hence, research in this area will continue to stay relevant. Here are some sport marketing topics you could consider working on.

• How the extraordinary content offered by intelligent chatbots can help sports teams strengthen fan loyalty
• Emerging opportunities in sports marketing and how to capitalize on them
• How to effectively capitalize on the wearables market
• Should more women and children get into sports?
• Should seniors be allowed to participate in some games?

Marketing Presentation Topics

• Mastering in-house SEO
• The path to gaining and building customers trust
• Brand awareness versus ROI
• Effectively personalizing customer communications
• The best SEO strategies that increase site traffic

International Marketing Topics

Marketing connects the global world, and this is why it is essential to marketing development. Here are some international marketing topics to consider!

• The effect of globalization on consumer behavior
• How do international brands compare to local brands?
• Do international brands always have advantages over a local brand?
• Creating brand awareness by utilizing global event marketing
• How to market products on an international level

Marketing Plan Topics

• The importance of a marketing plan to the success of a business or product launch
• Building a tactical marketing plan
• How is a marketing strategy different from a marketing plan?
• Indispensable parts in writing a marketing plan

Ethical Issues In Marketing

• Targeted Ads based on browser history
• Immersion marketing through virtual reality
• The exploitation of impulsive buying
• Click baiting into sponsored posts

Affiliate Marketing Topics

• How to find profitable niches in affiliate marketing
• How to get readers interested in what you market
• How to build a personal website: the ultimate guide

Congratulations! We hope you have been able to guide you in choosing your desired topic in marketing successfully. Alo, you can check out our business topics. We wish you the best in your research!

Home » Blog » Dissertation » Topics » Marketing » Advertising » Advertising Dissertation Topics List (29 Examples) For Your Research

Advertising Dissertation Topics List (29 Examples) For Your Research

Mark Oct 27, 2019 Jun 5, 2020 Advertising , Marketing No Comments

We offer a wide range of advertising dissertation topics employing both conventional and digital advertising methods. The list of project topics on advertising has been released after a thorough research which you can select for your academic research writing. Our writers can also provide you with quality dissertation writing help on the selected research topics […]

We offer a wide range of advertising dissertation topics employing both conventional and digital advertising methods. The list of project topics on advertising has been released after a thorough research which you can select for your academic research writing. Our writers can also provide you with quality dissertation writing help on the selected research topics on advertising. You can explore more related and relevant branding dissertation topics to get more views

A list Of advertising dissertaton topics

Studying the concept of internet advertising, the specifics, tendencies of development, and its impact on profitability.

Comparison of print versus online advertising considering the impact of youth buying behaviour.

Analysing the fight for customer’s attention: YouTube as a platform for advertising.

The Impact of advertising on the intention of purchasing in social media entertainment – analysis of the effect on brand attitude.

Examining the portrayal of women in advertising and its impact on youngsters.

To study the processes and effects of targeted online advertising among children.

Studying the impact of consumer beliefs on consumer attitude taking in view the social media advertising perspective.

Impact of TV advertising on consumer buying behaviour in developing countries.

Role of Ad blocking on user engagement with the web.

Importance of informative advertising in the pharmaceutical sector.

A systematic analysis of internet advertising on the behaviour of teenagers.

Impact of junk food advertising on obesity in children.

Conducting generational research and advertising to millennials.

Focusing on the worth of advertising context taking evidence from consumer credit marketing field experiment.

To study the impact of consumer multi-homing on advertising markets and media competition.

Evaluation of advertising campaigns on social media networks.

Studying the formalisation impedes employee creativity and organisational innovation.

To analyse the positive and negative effects of advertising taking in view message framing, regulatory focus, and product type.

Analysing consumer attitudes towards unethical advertising.

To find out the impact of digital marketing strategies that appeal, motivate, or annoy the millennials.

To examine the young people’s awareness of the timing and placement of gambling advertising on social media and traditional platforms.

Focusing on comparison of advertising across cultures.

The case of neuromarketing while analysing the impact of music on advertising effectiveness through facial emotions and eye-tracking.

To study the consumer scepticism towards advertising on television media.

Response of bilinguals towards advertisements related to different products.

Exposure to cartoons promoting healthy eating on the children’s food preferences and choices.

A behavioural study on the advertising and marketing practices of multinational corporations.

Digital native advertising considering the practitioner perspectives and research.

Effectiveness of YouTube advertising on consumer purchasing behaviour.

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The Campaigns Successfully Marketing to Millennials and Gen Z

By Joanna Fragopoulos     May 24, 2024    

Advertisers have long been invested in marketing to younger audiences; gen Z and millennials are no exception. For many companies, finding ways to engage with these two generations has become integral to their campaigns. Below are successful case studies that illustrate companies authentically connecting with gen Z and millennials through experiences, product launches, and content.

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More From Forbes

18 big challenges marketers and advertisers face this year.

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Staying in the know is essential to success in any industry, and the need to keep abreast of shifting trends in advertising and marketing has never been more critical. As agency professionals attempt to craft strategies that resonate with target audiences this year, it is vital for them to identify and understand the nuanced challenges that could impede their progress.

From increasing privacy concerns to rapid technological advancements, these hurdles must be cleared not simply to thrive, but in fact just to survive in a highly competitive and swiftly evolving marketplace. Below, members of Forbes Agency Council dive into some of these issues and effective ways to overcome them.

1. The Phasing Out Of Third-Party Cookies

One challenge is adapting to the phaseout of third-party cookies. This change complicates the use of traditional methods of tracking user behavior. Marketers can focus on building stronger first-party data strategies. Encouraging users to share their data directly through sign-ups, subscriptions and loyalty programs creates a new source of information that is valuable and privacy-compliant. - Arian Ghotbi , Cyrus Digital

2. The GDPR In Europe And Similar Laws

With the General Data Protection Regulation in Europe and similar laws, we are no strangers to this challenge. Adapting to stringent data regulations means changing how we work. These regulations limit how we, as marketers, collect, use and store consumer data. Therefore, it is important to build trust with your target audience and invest in first-party data by providing personalized experiences. - Nataliya Andreychuk , Viseven

3. Balancing Performance Marketing And Creative Branding

Balance is a challenge. Performance marketing has been important. Creative brand support has been left behind, and marketers are realizing the miss: less talent available to help create a great creative product. The future is about finding the ideal balance and justifying the proper spending against a growing number of alternatives—and less about seeking the holy grail of perfect accountability with one activity. - Ellis Verdi , DeVito/Verdi

Why Is Chief Boden Leaving ‘Chicago Fire?’ Eamonn Walker’s Exit Explained

Nvidia are splitting 10-for-1 here’s what it means and how to profit, massive dota 2 7 36 patch notes add innate abilities and facets, 4. an overwhelming abundance of data.

This year, one challenge facing marketers and advertisers is the abundance of digital platform data, which can be overwhelming. Turning to data centralization platforms can help simplify data analysis, allowing teams to concentrate on essential key performance indicators. Utilizing AI within these platforms can also boost data comprehension and enhance decision-making processes, effectively overcoming this challenge. - Paul Ross , SmartBi

5. Proving Your Return On Investment

With marketing departments needing to be more accountable than ever, one challenge being faced is proving your ROI. Gone are the days of simply spending millions on a branding campaign. Today, companies want to know the ROI for the bucks they are spending. You can overcome this by being transparent about what outcomes you can provide while also providing guarantees on what you can deliver. - Adrian Falk , Believe Advertising & PR

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

6. Applying AI To Business Models

The biggest challenge facing marketers and advertisers this year is artificial intelligence. Simply put, they don’t know how to use it strategically, integrate it into their teams or supplement agency services with it. Last year, everyone was experimenting with AI. This year, marketers and advertisers must develop AI policies and strategically apply AI to their business models. - Roger Hurni , Off Madison Ave

7. Delivering More With Less

We are in tricky economic times when budgets are being cut and marketers are being asked to deliver more with less. As marketers and advertisers deal with a scarcity of resources, finding the right audience is key to success. They need to home in on the communities they are trying to reach and find a way to justify the impact of each decision they make. - Robin Clayton , Fifty-Five

8. Bot Traffic And Algorithm Changes

Challenges include bot traffic, AI and algorithm changes on all channels. The digital marketing landscape constantly changes, but these bigger changes require marketers to inform their clients of what the changes mean long-term and how the strategies have to shift to achieve their goals. - Vix Reitano , Agency 6B

9. Finding Real AI Solutions

Most of our clients are trying to understand the impact of AI in marketing. They know they need to incorporate AI-powered tools into their strategies, but they’re unsure where to start. We are on the same journey. We’re constantly testing out new AI tools. Some are busts. But if we find a solution that works, we share our AI insights with our clients. - Dave Foster , AvreaFoster

10. Figuring Out How To Incorporate Video

Figuring out how to incorporate video into clients’ marketing plans is a challenge. Video can be daunting because there is a misconception that it is expensive and extremely time-consuming, which leads many clients to have an aversion to it. We have found success in determining the topics for videos, writing the scripts and offering to edit the videos. All clients have to do is film. - Trey Robinson , Story Amplify

11. Establishing Processes And Systems

Meeting today’s challenges is similar to the rapid shift to remote work, which was considered too complicated to accomplish in pre-pandemic times. Only now, it is about establishing processes and systems. Scaling sales with AI, which we all enjoyed from Q4 2023 through Q1 2024, led to the vital requirement to scale and build processes across product delivery to create systems of effective and efficient client services. - Oksana Matviichuk , OM Strategic Forecasting

12. Ad Fraud Detection

Ad fraud is causing a staggering amount of digital ad spend to slip through the cracks, making it one of the biggest threats to advertising today. Every open, click and impression holds tremendous value, but when bots and bad actors perform these actions, brands never see that value. Solutions offering baked-in fraud detection provide alternatives to Google Analytics. - Paula Chiocchi , Outward Media, Inc.

13. Many More Creators Competing For Attention

Due to the ease of utilizing social media, there are now a lot more creators across many industries, which means more competition for attention. Marketers have to better navigate this and know how they and their clients can continue to stand out authentically amid the noise. One of the best ways to do so is to draw from your knowledge and experiences to create content based around your audience’s interests and needs. - Tony Pec , Y Not You Media

14. Cultivating A Sense Of Authenticity

The key challenge is cultivating a sense of authenticity among the audience. AI tools and augmented and virtual reality technologies overwhelm the digital landscape with deepfakes and impersonal content. Audiences yearn for genuine connections and a sense of community belonging. One of the most effective strategies to foster these connections is to host livestreaming events and collaborate with influencers. - Michael Kuzminov , HypeFactory

15. Google’s New Ranking Algorithm

A lot of reports are coming out that Google’s new ranking algorithm has made it extremely difficult for niche sites to rank. Many marketers and advertisers running small brands are seeing a huge loss of traffic and, therefore, revenue. It’s important to explore other channels, such as social media, email marketing, guest posting, influencer marketing and so on. - Frederik Bussler , Bussler & Co

16. Demonstrating Value In A Post-Pandemic World

A major challenge for marketers is demonstrating the value of their work in a post-pandemic world. During Covid, particularly where governments urged or forced people to stay at home, it was obvious that online marketing was vital for almost every brand. At some brands, the C-suite assumes that the world has gone backward, so we must show that online marketing is still just as influential for our audiences. - Mike Maynard , Napier Partnership Limited

17. Understanding Economic Factors Impacting Ad Costs

It’s a challenge for marketers to understand the economic factors impacting advertising costs for their clients. The uncertainty surrounding inflation costs is making accurate projections regarding the level of new customer acquisition difficult. My team is taking this into account and focusing on client lifetime value and repurchasing strategies for our clients. Driving direct repurchasing comes with a lower price tag. - Bernard May , National Positions

18. Retaining Loyal Clients

Even though the economy has been surprisingly resilient, there are still uncertainties that remain. Many brands are still playing it safe and scaling back marketing budgets, which means it’s up to marketing agencies to really go the extra mile for loyal clients and retain their business—because finding new clients might be harder than usual. - Justin Belmont , Prose

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An Early Look at Black Voters’ Views on Biden, Trump and Election 2024

Black voters are more confident in biden than trump when it comes to having the qualities needed to serve another term, table of contents.

• Black voters consistently align with the Democratic Party
• Black voters prefer Biden in 2024 election, but some would replace both candidates
• Black voters’ views on Biden and Trump as presidents
• Black Americans’ policy priorities
• Acknowledgments 
• Methodology 

Pew Research Center has a long history of conducting surveys that examine the views of American voters. This analysis of Black voters’ views on political party affiliation, policy priorities and 2024 presidential candidates relies on data from four of these studies.

The first of these studies was conducted among 5,140 adults from Jan. 16 to 21, 2024, on Pew Research Center’s American Trends Panel (ATP). There were 759 Black adults in the sample, which included an oversample of non-Hispanic Black men. This survey provided the data on Black voters’ views on domestic policy priorities discussed in this report. For more information on this study, see its methodology and questionnaire .  

The second was conducted among 3,600 adults from April 1 to 7, 2024, on the Center’s ATP. There were 611 Black adults in the sample, which included an oversample of non-Hispanic Black men. This survey provided the data on Black voters’ views on foreign policy priorities discussed in this report. For more information on this study, see its methodology and questionnaire .  

The third used annual totals of data from Pew Research Center telephone surveys (1994-2018) and online surveys (2019-2023) among registered voters. All telephone survey data was adjusted to account for differences in how people respond to surveys on the telephone compared with online surveys. All online survey data was drawn from the Center’s ATP. This combination of surveys provided the data for Black voters’ political party affiliation trends. For more information on this study, see its methodology and the full report . Read more on how we adjusted for mode effects when combining telephone and online surveys .  

The fourth was conducted among 8,709 adults from April 8 to 14, 2024, on the Center’s ATP. There was an oversample of non-Hispanic Black adults, for a total of 1,372 Black adults in the sample. This survey provided the data on Black voters’ views on Joe Biden, Donald Trump and the 2024 presidential election discussed in this report. For more information on this study, see its methodology and questionnaire .  

The terms Black Americans and Black adults are used interchangeably throughout this report to refer to U.S. adults who self-identify as single-race Black and say they have no Hispanic background.

Black Americans include those who are registered to vote, not registered or are unsure. Discussions and charts limited to registered voters will be labeled as such and they will be referred to as Black voters .

Democrats and Democratic leaners are respondents who identify politically with the Democratic Party or who identify politically as independent or with some other party but lean toward the Democratic Party.

Republicans and Republican leaners are respondents who identify politically with the Republican Party or who identify politically as independent or with some other party but lean toward the Republican Party.

(In later uses, the terms Democrat and Republican are inclusive of those who lean to each party.)

Black voters will play a key role in determining the outcome of the 2024 presidential election. And while Black voters remain overwhelmingly Democratic and support Joe Biden over Donald Trump by a wide margin, Biden’s advantage among this group is not as wide as it was four years ago. 

Today, American voters are about evenly split between the two major political coalitions, both in their partisan identification and in their presidential vote preference .

But Black voters remain largely aligned with the Democratic Party (83% identify with or lean to the Democrats), and 77% of Black registered voters say they would prefer to vote for Biden over Trump in the 2024 presidential election .

At the same time, Black voters are very critical of Trump . Most say he was a poor or terrible president (72%). And many Black adults think he broke the law in his alleged efforts to change the outcome of the 2020 election (65%).

Despite their support for Biden and criticism of Trump, about half of Black voters (49%) say they would replace both Biden and Trump with different candidates if they had the ability to decide. This is similar to the share of all voters who say this.

Currently, 83% of Black registered voters identify as or lean Democratic, while 12% are Republican or lean Republican. This share is slightly smaller than the 88% who associated with the Democratic Party in 2020. Still, the vast majority of Black voters have consistently identified with or leaned toward the Democratic Party over the last 30 years .

Similar shares of Black men (81%) and Black women (84%) are affiliated with or lean toward the Democratic Party. Roughly eight-in-ten or more Black men and women have consistently identified with or leaned toward the Democratic Party since 1994.

Although the majority of Black voters across education levels are Democrats, there has been a slight decrease in affiliation with the Democratic Party among those with college degrees in recent years. While 93% of Black voters with college degrees identified with or leaned toward the Democratic Party in 2012, that number had decreased to 85% in 2020 and then 79% in 2023. 

Overall, older voters have tended to be more Republican than younger voters in recent decades, but this is not true for Black voters. While 7% of Black voters 50 and older currently identify as or lean Republican, 17% of Black voters under 50 are aligned with the Republican Party. This is not new, as younger Black voters have tended to be more Republican than older Black voters over the last 25 years.

When it comes to the significance of the 2024 presidential election’s outcome, 55% of Black voters say it really matters who wins. Fewer say it does not matter (17%) or are somewhere in between (28%) in their views of the upcoming election’s importance.

Black voters’ preferences

As of April 2024, the majority of Black voters say they would vote for or lean toward Joe Biden (77%). Fewer say they would vote for or lean toward Donald Trump (18%).

Among all registered voters, 49% favor Trump while 48% support Biden.

The wide margin between Black voters’ preference for Democratic candidates over Republican candidates is nothing new. In 2016, there was an 85 percentage point difference in the share of Black voters who voted for Hilary Clinton (91%) over Trump (6%). And in 2020, Biden (92%) had a wide advantage over Trump (8%) among Black voters.

The current margin of support for Biden (59 points – 77% to 18%) is lower than it was in 2020 or for Hillary Clinton in 2016, according to Pew Research Center validated voter studies .

Younger Black voters are more likely than older Black voters to say they would vote for Trump. While about two-thirds of Black voters under 50 favor Biden (68%), 29% support Trump. Black voters 50 and older favor Biden by a wider margin (84% vs. 9%).

However, this pattern is reversed among all registered voters: Older voters are slightly more likely than younger voters to prefer Trump (51% vs. 46%), while younger voters prefer Biden (52% vs. 46%).

Many Black voters are dissatisfied with the Biden-Trump matchup

About half of Black voters (49%) say they would replace both Trump and Biden with different candidates if they had the ability to do so. An identical share of all registered voters say this.

Fewer Black voters say they would keep Biden and replace Trump with a different Republican (36%). Even fewer say they would keep Trump and replace Biden with a different Democrat (8%). And only 6% say they would keep both candidates.

Like the rest of U.S. voters, Black voters differ on this question by age and education . Younger Black voters (57%) are more likely than older voters (37%) to say both candidates should be replaced. And a larger share of older than younger Black voters say they would keep Biden and replace Trump (42% vs. 22%).

Nearly 60% of Black voters with a college degree say they would replace both candidates if they had the ability, while 45% of those without a degree say the same.

A majority of Black Americans (55%) approve of the way Joe Biden is handling his job as president .

This is a shift from a January 2024 Pew Research Center survey , when Black adults were evenly split in their ratings of Biden’s job performance (49% disapproved, 48% approved).

Biden’s ratings among Black Americans were far more positive earlier in his term. For instance, in a March 2021 Center survey , 87% approved of his job performance.

Despite shifts among Black Americans in their ratings of Biden, they are still more likely than other racial and ethnic groups and the U.S. public overall (35%) to approve of Biden’s job performance.

Black voters are more confident in Biden than Trump

In further assessments of his presidency, 46% of Black voters say Biden is a great or good president. Far fewer say Trump was great or good during his time in office (12%). And a large majority of Black voters say Trump was a poor or terrible president (72%). Only 19% say the same about Biden.

Black voters are also much more confident that Biden has the qualities to effectively serve another term as president. A majority of Black voters (56%) are extremely or very confident that Biden respects the country’s democratic values, and half are confident that he acts ethically as president. No more than 8% of Black voters say Trump has either of these qualities .

Although most Black voters don’t express much confidence about the mental and physical fitness of either Trump or Biden, they are more confident in Biden. About a third of Black voters (34%) say Biden has the mental fitness needed to serve another term as president, and 26% say the same about his physical fitness. Only about one-in-ten say this about Trump.

Black voters are more likely than other racial and ethnic groups and the general public overall to say Biden has the mental and physical fitness to serve another term.

Trump’s election-related criminal charges

Beyond their critical views about Trump as president, the majority of Black Americans (65%) also believe he broke the law in an effort to change the outcome of the 2020 election. They are more likely than other racial and ethnic groups – and the U.S. public overall (45%) – to hold this view. 

For Americans overall, the economy (73%) sits at the top of the list of policy priorities for the president and Congress in 2024.

However, for Black Americans, improving the education system (79%) and ensuring Social Security is financially sound (74%) are just as important as strengthening the economy (76%).

Clear majorities of Black Americans also say reducing health care costs (72%), dealing with the problems of poor people (70%), reducing crime (68%) and addressing issues around race (65%) should be top priorities.

Foreign policy priorities

When it comes to international issues , most Black Americans (82%) say it is more important for President Biden to focus on domestic policy than on foreign policy (13%). Most adults in the U.S. share this view, with 83% saying domestic policy is more important.

However, when it comes to long-range foreign policy goals , Black adults are more likely than the general public to say that preventing the spread of weapons of mass destruction (73% vs. 63%), reducing the spread of infectious diseases (70% vs. 52%) and dealing with global climate change (52% vs. 44%) should be top priorities.

CORRECTION (May 20, 2024): Due to an editorial error, a previous version of the report overstated the share of Black adults who say Trump broke the law in seeking to change the outcome of the 2020 election. It was 65%.

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