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?...