Test for emotion and message strength

Alexandra Sirianni, Dr Tim Mitchell and Dr Benny Cheung

This article explains how experimental methodology can be used in ad-testing to overcome the limitations of conventional tools.

Test for emotion and message strength

Alexandra Sirianni, Dr Tim Mitchell and Dr Benny CheungDecision Technology

How should we evaluate advertising performance and, more importantly, by what standard? By adopting the rigour of an experimental methodology, we can resolve some of the diagnostic and predictive limitations that persist in conventional ad-testing tools.

Evian: baby&me by BETC Paris scored highly in emotive terms and achieved viral status

By Alexandra Sirianni, Dr Tim Mitchell and Dr Benny Cheung, Decision Technology

Religion, animal cruelty, and sexism are controversial motifs that advertisers know are probably best avoided. But what about bad manners?...

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