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
- Advertising and the Mind of the Consumer: What Works, What Doesn’t, and Why
Allen & Unwin, 2008 (3rd Revised edition)
- Persuasion in Advertising
John O’Shanghnessy; Nicholas Jackson O’Shaughnessy.
- Measuring Advertising Effectiveness
William D. Wells.
Lawrence Erlbaum Associates, 1997
- Hard-Sell “Killers” and Soft-Sell “Poets”: Modern Advertising’s Enduring Message Strategy Debate
Beard, Fred K.
Journalism History, Vol. 30, No. 3, Fall 2004
- Marketing to the Mind: Right Brain Strategies for Advertising and Marketing
Richard C. Maddock; Richard L. Fulton.
Quorum Books, 1996
Librarian’s tip: Chap. 13 “How Motivation Is Used to Design Effective Advertising and Marketing Strategies”
- Sex in Advertising: Perspectives on the Erotic Appeal
Tom Reichert; Jacqueline Lambiase.
Lawrence Erlbaum Associates, 2003
Librarian’s tip: Part 2 “Consumer Responses to Sex in Advertising”
- Advertising Likeability and Its Effectiveness
Bamfo, Bylon Abeeku.
Indian Journal of Economics and Business, Vol. 10, No. 1, March 2011
- The Effects of Subliminal Advertising on Consumer Attitudes and Buying Intentions
Tsai, Ming-tiem; Liang, Wen-ko; Liu, Mei-Ling.
International Journal of Management, Vol. 24, No. 1, March 2007
- Implicit Memory Measures for Web Advertising Effectiveness
Yoo, Chan Yun.
Journalism and Mass Communication Quarterly, Vol. 84, No. 1, Spring 2007
- The Role of Fear Appeals in Improving Driver Safety: A Review of the Effectiveness of Fear-Arousing (Threat) Appeals in Road Safety Advertising
Lewis, Ioni; Watson, Barry; Tay, Richard; White, Katherine M.
The International Journal of Behavioral Consultation and Therapy, Vol. 3, No. 2, Summer 2007
- Advertising to Children on TV: Content, Impact, and Regulation
Barrie Gunter; Caroline Oates; Mark Blades.
Lawrence Erlbaum Associates, 2005
Librarian’s tip: Chap. 7 “Advertising Influence: Choice and Consumption”
- Diversity in Advertising: Broadening the Scope of Research Directions
Jerome D. Williams; Wei-Na Lee; Curtis P. Haugtvedt.
Lawrence Erlbaum Associates, 2004
Librarian’s tip: Part V “The Influencing Role of Source Effects in Diversity in Advertising”
- The Effect of Cultural Orientation on Advertising Effectiveness. A Comparison among Americans, Mexican-Americans, and Mexicans
Academy of Marketing Studies Journal, Vol. 15, No. S1, September 2011
- Is Military Advertising Effective? An Estimation Methodology and Applications to Recruiting in the 1980s and 1990s
James N. Dertouzos; Steven Garber.
- The Effect of Physical Attractiveness of Models on Advertising Effectiveness for Male and Female Adolescents
Tsai, Chia-Ching; Chang, Chih-Hsiang.
Adolescence, Vol. 42, No. 168, Winter 2007
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.