That year, J. George Frederick leaves his position as editor of Printers' Ink to begin his research company, the Business Bourse with clients such as General Electric and the Texas Co. Also in 1911, Kellogg's ad manager, R. O. Eastman creates the Association of National Advertisers which is now known as the Association of National Advertising Managers.
[3] 1920s – In 1922, Dr. Daniel Starch tests reader recognition levels of magazine and newspaper advertisements and editorial content.
[3] 1930s – In 1936, Dr. George Gallup validates his survey methodology by using the same tools polling voters during public elections.
[4] 1940s – Post World War II, the U.S. sees a large increase in the number of market research companies.
[9] 1980s – Researchers begin to view commercials as a “structured flow of experience” rather than a single unit to be rated on the whole, creating moment-by-moment systems such as the dial-a-meter.
[10] 1990s – Ameritest Research creates Picture Sorts to provide accurate non-verbal measurements in a moment-by-moment system.
[11] Trends in in-market tracking include a greater focus on the multimedia nature of entire advertising campaigns.
2000s – Global advertisers seek an integrated marketing research system that will work worldwide so they can compare results across countries.
[14] Pre-market research can be conducted to optimize advertisements for any medium: radio, television, print (magazine, newspaper or direct mail), outdoor billboard (highway, bus, or train), or Internet.
Pre-testing, also known as copy testing, is a specialized field of marketing research that determines an ad’s effectiveness based on consumer responses, feedback, and behavior.
Some post-testing approaches simply track changes over time, while others use various methods to quantify the specific changes produced by advertising—either the campaign as a whole or by the different media utilized.
[19] Focus Group based methodologies can be used to collect qualitative responses which inform a measure of attention to an advertisement in a simulated environment.
This can be done in a number of ways; Eye-tracking techniques can be measured by observing the eye movement and pupil dilation when looking at an advertisement.