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.

Overview of Ad Council Research & Evaluation Procedures

The central focus of the Ad Council’s mission is to make a measurable difference in society. Partnering with leading advertising agencies as well as sponsoring non-profit organizations and federal government agencies, we conduct qualitative and quantitative research to guide the strategic and creative development of our campaigns. 

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Public Service Advertising that Changed a Nation

The Ad Council is where Smokey Bear lives. The Ad Council saw that “A mind is a terrible thing to waste,” and reminded Americans that, “Friends don’t let friends drive drunk.” But our iconic public service campaigns are more than memorable– they are motivational. Here, learn more about how nine storied campaigns made a measurable difference in American society.

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