headquarters tucson ariz. key people jeri smith president website www.communicus.com communicus is an international advertising research firm that has contributed significantly to the field of advertising and to the body of learning about advertising . through its use of the longitudinal design for advertising research the company produces evidence that advertising does in fact work and that its impact can be measured . 1 longitudinal design edit this section may stray from the topic of the article . please help improve this section or discuss this issue on the talk page . while the longitudinal design has long been used in the scientific community as a way of overcoming the problems inherent in cross sectional or matched sample studies communicus has pioneered its use in the field of advertising research . the design allows researchers to study a targeted population and identify the changes that advertising produces among those with proved awareness of the advertising as compared to the changes that occur among those who are not aware of the advertising . 2 for the analysis to be successful the researcher must be able to accurately divide the longitudinal panel into those who have seen the advertising in market versus those who have not . the methods used by communicus to determine prior advertising awareness were originally developed based on experimental work done by the advertising research foundation in the parm studies and were later expanded by a consortium of advertisers organized by seymour smith and associates that included at & t dupont and coca cola . 3 the measurement technique involves limited recognition cues that access one s long term memory . the cues are matched to the way memories for that particular medium are stored for example cues that trigger one s episodic memory are used to access memories of tv commercials while visual cues are used to access memories of magazine ads . the results of these studies can be used by the advertiser to estimate the return on investment roi generated by the advertising and to make changes to the campaign that are designed to improve future effectiveness and roi . 4 communicus case studies edit bmw case study fallon pat and senn fred . juicing the orange how to turn creativity into a powerful business advantage . boston pat fallon and fred senn 2006 p. 139 . chevron case studies winters lewis c. does it pay to advertise to hostile audiences with corporate advertising journal of advertising research . june july 1988 . rydholm joseph . campaigning for the outdoors . quirk s market research review . march 2000 . references edit comeaux carol and judson bob . can advertising increase product usage presentation to the advertising research foundation . new york 1990 . fallon pat and senn fred . juicing the orange how to turn creativity into a powerful business advantage . boston pat fallon and fred senn 2006 p. 139 . nowak theodore and smith seymour . advertising works and advertising research does too . presentation to esomar . spain 1970s . rydholm joseph 2000 . campaigning for the outdoors . quirk s marketing research review . retrieved 2008 12 01 . retrieved from https en.wikipedia.org w index.php title communicus & oldid 647098477 categories companies based in tucson arizonamarketing research companies of the united stateshidden categories wikipedia articles that may have off topic sections navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages add links this page was last modified on 14 february 2015 at 13 31 . text is available under the creative commons attribution sharealike license ; additional terms may apply . by using this site you agree to the terms of use and privacy policy . wikipedia is a registered trademark of the wikimedia foundation inc. a non profit organization . privacy policy about wikipedia disclaimers contact wikipedia developers cookie statement mobile view