Ipsos ASI's Research Connection Series

Research Article 5
Building Brand Equity Through Advertising

Presented October 2002 at the ARF Week of Workshops

A Years of research have shown that consumer perceptions and attitudes – measured collectively, and commonly described as consumer Brand Equity – have a direct relationship to a brand’s market position and business results. Marketers rely on advertising as one primary tool to develop and nurture Brand Equity. This paper will share some findings that look at advertising, as a contributor to Brand Equity – specifically, how Brand Equity measures can contribute to the development and evaluation of advertising at the pretest stage, in a copytest.
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Research Article 4
Brand Equity, Loyalty and In-Market Performance; Lessons Learned So Far

Presented October 2000 at the ARF Week of Workshops

This paper presents useful facts for managing future brand strategies, such as: the role of brand familiarity, the importance of relevance, the relationship of price to purchase interest, a review of attitudinal brand equity versus purchase loyalty and in-market competitiveness, the importance of brand size, the effect of uniqueness/ differentiation, and market share trends related to brand promise versus brand salience.
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Research Article 3
Are We Looking in the Right Places: Pre-Testing and Sales Validation

Published February 2000 by Admap Publications

"Before we know if advertising is working, we need to know what it should be accomplishing. Only then can we tell if it is working." Shows how market mix modeling can be used to validate pretests and has led to new thinking on pre-testing issues.
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Research Article 2
Consumer and Advertising in the Americas: Are There Global Rules with Local Touch

Presented May 1999 at the ARF's 1st America's Conference in Toronto

"The purpose of this paper is to provide a better understanding of how advertising works across the Americas." We explore measuring recall and persuasion across borders and determining the "global rules" that can be adapted across them.
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Research Article 1
Choosing the Right Persuasion Measure

Presented May 1999 at the ARF's 1st America's Conference in Toronto

"Persuasion is a key determinant of an ad's effectiveness." In this article you will learn about Ipsos ASI's primary persuasion measures - Brand Shift and Purchase Probability - and how to choose which measure is most appropriate for your needs.
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