The communications/marketing strategy you create must deliver a message—and do so effectively. With this in mind, what can you do to validate your creative direction and justify media placement expenditures? Conduct market research.

Advertising strategy research, focus groups, campaign appraisal, impact and effectiveness, brand development, and market analysis will reveal how potent your message is likely to be with the target market.

The Key Findings newsletter keeps advertising professionals up-to-date on marketplace trends and insights. Features delve into issues surrounding America's business and consumer markets. Special Reports take you one step further to provide in-depth information about specific markets' behaviors and preferences.

Key Findings is also available for these specific industries:

KEYFINDINGS Business-to-Business     KEYFINDINGS Healthcare

KEY FINDINGS NEWSLETTER
November/December 2004
The Changing Rules for Advertising According to The Center for Emotional Marketing, there are five entrenched . . .		Entertainment Media Trends While the US has seen a 31% increase in population between 1978 and . . .
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Qualities Americans Desire in the Opposite Sex  The top traits people find most desirable in the opposite sex are being “ . . .		Webby Awards for Best Web Sites The International Academy of Digital Arts and Sciences has been honoring the . . .
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Technology Trends Forecast The recent annual "Top 10 Technology Trends" event in Silicon Valley featured . . .		Consumers’ Decreased Trust in Businesses Eight in 10 Americans think that businesses are too concerned about . . .
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Seniors Increasingly Look to Web for Health Information Currently, 5.5 million seniors in the US use the . . .
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Bullets

• More than four in 10 (42%) NASCAR racing fans are women, up from 36% in 1995.
• Less than three in 10 Internet users (29.3% of men and 23.3% of women) can tolerate more than three advertisements on a web page, while 34.2% will tolerate no more than one. Some 36.8% of users immediately leave a site that appears cluttered.
• The proportion of consumers who asked that their names and addresses be removed from marketing lists grew to 87% in 2004, up from 58% in 1999. Similarly, about eight in 10 (81%) have asked companies to not sell or give their information to another company, up from 53% in 1999.