Recent White Papers
ADVERTISING DURING A RECESSION
"As we enter what appears to be the recession of 2008, many companies are retrenching by reducing or eliminating "discretionary expenses". Expenditures on research & development are being cut, new product introductions postponed and advertising spending decreased. Are these prudent moves to keep a company operating profitably? C-suite executives from all over the world are struggling with this very answer."
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SEVEN KEY INSIGHTS FROM HOLISTIC CAMPAIGN TESTING
"The media landscape is undergoing a continuous evolution which expands far beyond television, radio, and print media. Today's marketers are using multiple media executions delivered through touchpoints as diverse as the internet, mobile personal devices, outdoor communications, public events, and dynamic digital signage in such places as movie theaters, elevators, escalators, and public restrooms. As Wal-Mart's Chief Merchandising Officer John Fleming has said, even the retail environment has become a delivery vehicle for marketing messages: 'Our primary focus is using the store as a media channel and figuring out ways to add to the customer experience but give them the information that they need to make good product decisions.'"
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SUCCESSFUL PACKAGE CHANGE
"Brands with major package changes have often scored poorly in copy tests, sometimes with negative ARS® Persuasion results. Anecdotally, low scoring results have played out when the brand's new packaging has gone to market. An investigation of package change cases in our database has led to the following guidelines and observations to increase the likelihood of making a successful package change."
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UNDERSTANDING PERSUASION AND RECALL DRIVERS
"In today's cluttered media environment, simply making the consumer aware of a product is not enough; advertising needs not only to break through the clutter, but also "persuade" consumers to purchase the product and keep the message in the consumers_ minds. Television ad testing allows brands to understand their ability to meet these objectives through measures of Persuasion and Recall. ARSgroup has further discovered key analytical elements that drive these critical measures."
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