Tips for writing a research paper on advertising effectiveness

I’m an instructor at the Rutgers Business School and I teach courses on Digital Marketing, Social Media Marketing, and Viral Video Marketing.

Times Square is a prime target for testing advertising effectiveness. (Credit: Stratabeat)

Times Square is a prime target for testing advertising effectiveness. (Credit: Stratabeat)

Let me share some tips for writing a research paper on advertising effectiveness – just to pick one topic out of more than 40 topics related to advertising that you might tackle.

Advertising effectiveness topic ideas

First of all, your topic needs to be substantive enough so you can write a paper about it, but narrow enough to adequately cover it in your paper. For example, if you go to Questia and search the online research library for advertising, you will discover more than 199,000 search results. That’s a fairly obvious indication that this topic is too broad. However, you will notice that there are 42 matching research topics, including:

If you click on advertising effectiveness, you will see 15 selected books and journal articles on the topic. You will also see that some of them include a librarian’s tip. There’s a note when the journal is a peer-reviewed periodical, which means the publication’s articles were subject to evaluation for accuracy and substance by professional peers of the article’s author or authors.

Articles on advertising

PEER-REVIEWED PERIODICAL

Librarian’s tip: Chap. 13 “How Motivation Is Used to Design Effective Advertising and Marketing Strategies”

Librarian’s tip: Part 2 “Consumer Responses to Sex in Advertising”

PEER-REVIEWED PERIODICAL

PEER-REVIEWED PERIODICAL

Librarian’s tip: Chap. 7 “Advertising Influence: Choice and Consumption”

Librarian’s tip: Part V “The Influencing Role of Source Effects in Diversity in Advertising”

PEER-REVIEWED PERIODICAL

That’s in what I call “the Goldilocks zone.” It’s not too big and it’s not too small. It’s just right. Next, you can click on the overview button and read a synopsis of each book or journal article on advertising effectiveness to find a topic that is substantive enough that you can write a paper about it, but narrow enough to adequately cover it in your paper.

Here’s one final tip: You need a position, a point to make about your topic. If you don’t, it will be hard to write a paper about it. This ultimately leads to your thesis statement. But for now, you should be able to at least have a sense for a position if you write a research paper on advertising effectiveness.

What are some other topics on advertising effectiveness that you recommend covering for your next research paper? Let us know in the comments.

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