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Advertisement research is an area of market research. Its task is to analyze and improve the use and impact of ads and other communications processes (qv Gabler Wirtschaftslexikon).
Advertisement research is surely one of the major disciplines of market research. The successful measurement and sound analysis of ad impact and success are hotly discussed topics, especially in times of converging media channels. However, at the end of the day it usually boils down to the following questions:
Another aspect entering ad research is the implicit emotional impact and fit of advertising material and brand: Does the ad experience fit with the emotional positioning? Do the design of the ad and its message blend well with the brand?
We analyze this exciting question with EPS, a response-time testing method based on verbal and non-verbal stimuli. It avoids the rationalizations that are usually measured when assigning attributes to brands and advertisement material. EPS uncovers the underlying world of emotions that influences brand preferences substantially. It makes transparent harmonies and dissonances between brand and advertisement experience. This knowledge can be incorporated into the communication development.
We call our advertisement research portfolio
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