Buy an essay: The article is “Advertising Effectiveness” and “Advertising research” By Jerry W. Thomas.

The article is “Advertising Effectiveness” and “Advertising research” By Jerry W. Thomas.
The main claim of the article is that the advertising industry has the poorest quality-assurance systems and is the most inconsistent product of the market. The author states that “only about half of all commercials actually work, that is have any positive effects on consumers’ purchasing behavior or brand choice, and there is even a small share of ads that actually has negative effects on sales”. (Thomas 2007)
The author states that despite the other market activities the advertising industry has little objective information, and practically does not have on any reliable and proved facts in its basis. These facts are proved by some statistics: that less than 1% of ads and commercials are tested among consumers, so its effectiveness in many cases is only a supposition.
The article provides number of barriers to better advertising that are: self-delusion; sales data as confusing and unreliable indicator of advertising effectiveness; lack of strategy of advertising companies, lack of advertising researches.
The important claim made by the author is that “the quality of advertising tends to be more important than the quantity of advertising”, that is important factor for commercial effectiveness. (Thomas 2007)
The advertising effectiveness is rather difficult to measure, and its impossible to do it by one measure only, and a large number of important variables must be examined to determine the advertising potential effectiveness. So the author stresses the necessity of testing the future advertising, and gives several advices how to avoid mistakes when starting the advertising company.
The last article that is reviewed is “The Combined Impact of Search and Display Advertising – Why advertisers Should Measure Across Channels” By Esco Strong
The articles touches upon the question about advertisers who have many options for reaching the same consumers across different channels: through the radio, online surfing the web, or with a TV spot. The main assumption of the author is that the overall effect of advertising channels is greater than the sum of the separate channels, and there is a need to research and prove this assumption.
So the article covers research made by the Atlas Institute to measure the synergy between the two online channels – display and sponsored search. The research focused on determining what role display media plays in combination with sponsored search, and whether exposure to both of these types shows any marked benefit over exposure to just one. (Strong)

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The research was made about 11 advertisers who used both display media and sponsored search clicks, about 10.8 million impressions and 2.5 million search clicks from 1.8 million users were analyzed for this study.
The data received showed:
– the “search click only” users convert at a rate over 3 times higher;
– users of both search and display convert at an even higher rate – 22 % better than search alone and 400 % better than display only. (Strong, p.2)
This data clearly shows that the search is not enough display advertising should be used also to attract customers and made advertising more effective.
The author gives several reasons for the synergy between search:
– display advertising is a proven method to generate brand awareness, message association and increased purchase intent, and it’s a great way to reinforce both acquisition and brand messaging that users may receive from other channels;
– display messaging can help to attract users who are interested in a brand or product that they have previously searched on, but are not sure, so display is a valuable initial step into the purchase process;
– search is often used as a navigational tool for users who cannot remember a website’s URL, and first visit that site by clicking on a display ad, and then revisit via search when ready to purchase. (Strong, p.2)
The chart 2 presents rate lift of combined search&display method over the search only.

The chart shows that the lift values differ greatly across the advertisers, and that the synergy between these channels is highly variable and should be measured on an advertiser-by-advertiser basis. (Strong, p.3)
Another important issue covered in the article is the impact of display frequency, and research was made to show the optimal frequency, as it is important that too much display can be wasteful. This information is especially important for advertisers who are planning ads company. So the author at the end of the article gives several advices for advertisers:
– To measure the synergistic effect between search and display campaigns;
– To increase conversion rates, maximize the reach of your campaigns and reduce frequency.
– To track media centrally, so that cross-channel impact can be measured and optimized.

In general all 4 articles deals with topics of advertising, and provide different researches measuring advertising effectiveness.