Pre-testing, copy testing: Preference shift, persuas...

 

Based on 872 cases from across the globe, this study looks at the relationship between ads that experienced a rise in sales (market share), and their Millward Brown Link™ scores in terms of persuasion ...

It is timely to review advertising's long term effects as recession looms. Persuasion testing is the most widely used advertising research metric in the US. However there are problems with the method ...

Pre-tests need to provide rich information to justify their use, whatever their precise objectives. Market analysis showed Hall & partners that the pre-testing products currently available do not suff ...

Market mix modelling can be used to validate pre-tests and has led to new thinking on this hotly debated area of market research. Advertising can and does drive sales in the short term and the relativ ...

Describes and argues for the value of the ARS Persuasion Test system (rsc) for pretesting advertising. Points discussed and illustrated: ARS scores correlate with short term and long term brand share ...

This article is a foretaste of the author's monograph on the ARS Persuasion technique of pretesting, as used by Research Systems Corporation (published by NTC, January 1997). The author discusses the ...

Describes how Celestial Seasonings Inc. uses market research to improve return on investment: 1) using existing studies on profitability to determine how the marketing budget should be allocated; 2) a ...

This article addresses two key questions: first, how can we evaluate a brand’s equity with the consumer, and secondly how can we determine which advertising campaigns are likely to generate brand equi ...

This monograph publishes a report commissioned from Professor John Philip Jones by the advertising pre-testing company RSC as an objective appraisal of the ARS Persuasion system. The report finds that ...

Describes how the pre-testing system AD*VANTAGE/ACT is operated by McCollum Spielman Worldwide in several countries through a system of local partnerships: the rationale for this. Describes and compar ...

Recently, it has been suggested that the use of preference-shift copytesting measures may cause advertisers to become obsessed with short-term share gains at the expense of building long-term equity. ...

At an ARF workshop in 1991, Information Resources, Inc. (IRI) presented findings from its 'How Advertising Works' study, drawing upon the largest longitudinal database ever assembled of purchase behav ...

This paper discusses a major experiment undertaken to understand the pre-post persuasion shift technique for pre-testing advertisements, widely used in the USA and now being offered again in the UK. I ...

The paper explores the moderating role of motivation and opportunity-related variables on the effectiveness of negative versus positive message frames. Results from two experiments suggest that under ...