Research
In conjunction with our partner ad agencies and sponsoring organizations, we conduct qualitative and quantitative research to guide the strategic and creative development of our campaigns. Campaign impact is evaluated via media exposure, consumer response, web site analytics, and national pre- and post tracking surveys that measure awareness, attitudinal and behavioral shifts among the target audience.
The Impact of Public Service Advertising
Highlighted results from selected Ad Council campaigns
Overview of Ad Council Research & Evaluation Procedures
The central focus of the Ad Council’s mission is to make a measurable difference in society. Program evaluation is a critical component of every Ad Council campaign. In order to assess a campaign’s impact, we conduct research that encompasses a dashboard of indicators.
Public Service Advertising that Changed a Nation
A report on the social impact of nine iconic Ad Council campaigns
White Paper: Healthy Lifestyles and Disease Prevention Media Campaign
A paper documenting the background, theoretical underpinnings, and strategic development of the Obesity Prevention campaign.
Rules of the Road for Public Service Advertising
Empirical generalizations about the implementation of successful public service communications programs