White Papers & Publications

From time to time, we publish informative papers based on insight and learnings gained from managing years of advertising research projects. We invite you to download our latest White Paper based on an innovative research technique designed to measure emotional responses to advertising.

Latest White Papers & Articles

Ipsos Ideas

Moods, Minds, and Motivations: Measuring Emotions for Advertising Results
Knowing that emotions influence purchase motivation, the team at Ipsos ASI set out to determine how to accurately measure emotional responses to advertising, and how to use that learning to explain brand purchase intent. The result is cutting-edge, actionable insight into how advertising can affect consumer motivation. You'll also find out whether high-priced celebrity ads work.
Advertising: Money down the drain?
In this issue, we explore the hot topic of advertising. What makes for good advertising? Why are so many advertising practices ineffective? How can advertisers get more for their money?

Research Connection

Research Article 5: Building Brand Equity Through Advertising
Research Article 4: Brand Equity, Loyalty and In-Market Performance; Lessons Learned So Far
Research Article 3: Are We Looking in the Right Places: Pre-Testing and Sales Validation
Research Article 2: Consumer and Advertising in the Americas: Are There Global Rules with Local Touch
Research Article 1: Choosing the Right Persuasion Measure

Lessons Learned

Why Liking Matters

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Gimme!

Learn more about the recently published book Gimme! The Human Nature of Successful Marketing