Pre-testing, copy testing: Recall and recognition

 

An important part of a company’s budget, advertising can also be one of the hardest to justify, when often there is no direct measure of its effectiveness. Many campaigns only pay for themselves in th ...

Building on the new understanding of the mind provided by brain science, David Penn, managing director and co-founder of Conquest Research, looks at the conscious/unconscious divide in advertising pro ...

In 2002, in collaboration with MarketResponse Netherlands, Ster devised a new method for the measurement of the processing of television ads by audiences. This paper will describe how this method was ...

Advertisers seek accountability: ad effectiveness of media should be an integral part of planning and evaluating schedules, taking into account both single media and cross media effects. It is importa ...

Despite being criticised for encouraging boring advertising, day after recall is the still the most prevalent pre-test methodology in the US. In this article, John Kastenholz (Unilever), Chuck Young ...

Bruce Hall contributes to the debate on the significance of low and high involvement processing of advertising messages by suggesting that it is a problem of measurement. This particularly applies in ...

This article challenges many of the theories put forward by Robert Heath in his book 'The Hidden Power of Advertising' especially on the importance of low involvement processing and its significance i ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1991, Hale ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1985, the ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1977, Kru ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1964, Well ...

This paper reports findings from a telephone study conducted among agency art directors and copywriters about their attitudes and beliefs about television commercials. The study finds significant diff ...

Three advertising effectiveness dimensions were linked in a local random telephone survey asking respondents' most disliked or liked commercial. The survey included describing the commercials, brand p ...

The most realistic role for advertising is not to communicate a rational message but to establish concrete associations in the consumer's mind. Pre-testing encourages high-involvement processing and t ...

This articles argues that, in a professions that is all about accurate measurement, nobody seems concerned about the use of clutter reels for pre-testing. The arguments in favour of clutter reels cent ...

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 ...

Creative-neutral treatments can be used as benchmarks to define an ad's creative value. Pre-testing ads always compares the new ad with an old one or a competitor's one or the like. Creative-neutral a ...

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 ...

This paper reports on a small experiment set in a wider theoretical context of how advertising works. A model of the cognitive, affective, and memory effects of advertising is drawn from the neuroscie ...

This paper reports on a small experiment set in a wider theoretical context of how advertising works. A model of the cognitive, affective, and memory effects of advertising is drawn from the neuroscie ...

How people think and feel about themselves can influence significantly how they react to a commercial's content and execution (as well as to the advertised product). This influence can be particularly ...

Discusses memory, and the use of recall in assessing advertising effectiveness. Theories of memory are reviewed. Much academic study of memory is irrelevant to advertising, being concerned with the de ...

Recall methods are used to establish the important variables in effective print advertisements. Headline size, copy length, position in the publication and illustration placement are measured along w ...

The paper describes the work that has been carried out with 7 year old children in Brazil, France, and Armenia. It was shown that the educational program has an influence on the responses that childre ...

The following contribution should demonstrate that new technologies allow us to exploit large data bases to a greater benefit. As an example we should look at a data set of advertising recognition sco ...

Reply by Joel S. Dubow to Larry Gibson's criticism of his article in JAR May-June issue (1994) which reviewed Day-After-Recall advertising testing systems.

A further criticism of the article by Joel S. Dubow (same issue), which reviewed Day-After-Recall advertising testing systems (see also no.6323).

A criticism of the article by Joel S. Dubow (same issue), which reviewed Day-After-Recall advertising testing systems (see also no.6324).

Day-After-Recall (DAR), as a means of determining the sales effectiveness of television commercials, is reviewed from the perspective of how DAR is measured during the 1990s as opposed to a decade ear ...

The issue of Recall versus Recognition is one of the oldest debates of advertising research according to experts like Alexander Biel. It started when Starch and Gallup introduced these measures in th ...