Research

Campaign Impact

In conjunction with our partner ad agencies and government/nonprofit 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 analytics, and national pre- and post tracking surveys that measure awareness, attitudinal and behavioral shifts among the target audience.

• Impact of Public Service Advertising: Highlights from sample Ad Council campaigns.
• Public Service Advertising That Changed a Nation: The impact of nine iconic Ad Council campaigns from the past 65 years.
• Overview of Ad Council Research and Evaluation Procedures
• Ad Council Campaign Case Studies: Adoption, Autism Awareness, Drunk Driving Prevention, Mentoring, Safe Gun Storage.
• White Paper: Healthy Lifestyles and Disease Prevention Media Campaign: A paper documenting the background, theoretical underpinnings, and strategic development of the Obesity Prevention campaign.

Special Issue/Audience Studies

• Best Practices: Seminar Series on Effective Public Service Advertising
• Turning Point: Engaging the Public on Behalf of Children: Findings from national research about how to engage adults on behalf of children's issues, and recommended strategic best practices.
• Engaging the Next Generation: How Nonprofits Can Reach Young Adults.
• Connecting with the Hispanic Market: Insights and Best Practices
• Rules of the Road for Public Service Advertising: Empirical generalizations about the implementation of successful public service communications programs.

Research studies that are publicly available are listed above. For more information about Ad Council research, please call us at (212) 922-1500 and ask for our Research Director.