William A. Cook

Editorial: IMC's Fuzzy Picture: Breakthrough or Breakdown?

ABSTRACT Editorial of JAR 44,1 (2004), discussing and introducing the issues theme of integrated marketing communications.

Accounting for Social-Desirability Bias In Survey Sampling

Advertising Research Foundation FoQ 2 Initiative Leaders George Terhanian The NPD Group, Inc., george.terhanian{at}npd.com Christopher Bacon Advertising Research Foundation, chris{at}thearf.org Gian Fulgoni comScore, Inc., gfulgoni{at}comscore.com Survey research heavily relies on

Is Mobile a Reliable Platform For Survey Taking?: Defining Quality in Online Surveys From Mobile Respondents

The article presents research on the role of respondents who use mobile computing devices such as smartphones and tablet to participate in Internet surveys in marketing research. The growth in the number of U.S. adults using such devices is contrasted with research indicating those users are less likely to participate in or to finish surveys than are microcomputer users. It is noted that minorities are more likely to use smartphones as their main computer than are non-Hispanic whites. Implications for survey design and methodologies are considered.

How the Pursuit of ROMI Is Changing Marketing Management

ABSTRACT Although managers have been aware of the significance of Return on Marketing Investment (ROMI) for over a decade, they have been slow to leverage their ability to maximize their ROMI. The purpose of this article is to sketch a framework for optimizing a corporations ROMI and to highlight the indispensability of ROMI to marketing management. The article suggests a framework to accelerate the adoption of ROMI, and a plan to carry out a pilot ROMI project. The benefits of ROMI are discussed, and barriers to ROMI listed. The authors conclude that ROMI management is a different kind of management.

You Can't Put a Price Tag on A Survey Participant's Enjoyment: The Latest Findings from The ARF's “Foundations of Quality” Research

The article examines the use of Internet surveys in advertising research. The enhancement of the entertainment value of surveys as a means of improving the motivation of consumers to participate in and engage with them is considered. Research on survey respondents indicating that consumers who found surveys enjoyable were willing to take longer surveys and maintain their level of attention, this improving data quality, is examined. Attributes of surveys said by respondents to provide enjoyment are discussed including fostering a sense of community, having topics of interest and the belief of the respondent that his or her participation was of value.

How Customers Think: Essential Insights into the Mind of the Market: by Gerald Zaltman, Harvard Business School Press, February 2003, ISBN: 1578518261,

Great creative people in advertising have long known the power of emotion and stories—but had little compelling theory and research to validate their instincts. This new book on the interplay between the conscious and unconscious minds of consumers, marketers, and researchers provides convincing support.ABSTRACT A review of “How Customers Think: Essential Insights into the Mind of the Market” by Gerald Zaltman.