Researchers use AdWords to test campaign slogans

04/27/2012 | MIT Technology Review online

Italian researchers are testing a system for replacing marketing focus groups with AdWords campaigns. Consumers' responses to differently phrased AdWords units can give unbiased insights into the effectiveness of different phrasings and word choices on consumer behaviors, the researchers explain. That could allow marketers to develop more persuasive and effective print, broadcast and digital campaigns.

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