Sands Research Inc. an El Paso, Texas, firm that specializes in neuromarketing, the study of advertising's effect on brain activity, says it worked with five Super Bowl advertisers this year, up from two last year.
"In addition to movies, over-the-counter and pharmaceutical drugs, tech and financial, toys, gadgets and clothing have all done reasonably well, " said Tomkovick, who recently completed an unpublished study of the Super Bowl advertising's connection with the stock market.
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The professors then assembled a different group of students who, after having caught colds, believed that discounted drugs treated their symptoms less well than did the same drugs bought at their full cost (a study that should be of interest to pharmacies advertising over the internet).
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That conclusion stems from a 2004 study Tomkovick co-authored in the Journal of Advertising Research.
Spencer Stuart began its annual CMO tenure study in 2004 and uses the Advertising Age list of top 100 advertised brands as its initial list of companies to survey.
My friends who study advertising as both a reflection and shaper of cultural norms would not disagree with my impression: We talk about the death of command and control leadership, and praise the rise of a new, more collaborative, breed of leader.
The first study is on television advertising by Kristin Harrison from the University of Illinois.
Take, for example, a 2012 study from the Interactive Advertising Bureau, in which 76% of consumers said they used their mobile phones in-store to help make a purchase decision, and more than half (53%) abandoned an in-store purchase because of information they found, such as lower prices or a negative review.
An Advertising Age study from 2003 showed that only 23% of Wal-Mart shoppers had a four-year college degree.
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Pfizer pulled all Celebrex advertising in December 2004 after a study found an increased risk of heart attack and stroke related to the pill.
Radio came out top in the study called 'Media and the Mood of the Nation', commissioned by the Radio Advertising Bureau.
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