Summary
The presentation describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements. Study results are discussed with regard to the role of the emotions in advertising and the utility of combining biometric and qualitative measures for predicting brand decisions. Also shown is how such a joint effort has helped the client - Heineken International - to better understand consumers' reactions and to make important decisions for the brand.

Summary
In response to a report by Peter Field about the strong link between creativity and effectiveness, Millward Brown conducted its own analysis of winning case studies from the IPA Effectiveness, Effies and Cannes Lions awards. A total of 251 ads were covered across 92 brands and results showed that, while persuasion is one route to produce a substantial sales effect in the short term, this effect is unlikely to register strongly in the long term. However, ads that engage emotionally are likely to be rewarded.

Summary
The established and prevalent model of advertising and pre-testing dictates that business effectiveness lies in communicating a well-branded and persuasive message, with sufficient 'cut-through' to gain the viewer's conscious attention. System 1 and System 2 thinking is a model that describes the mind as being composed of two competing parts: System 1 forms impressions and gut judgments; System 2 favors reflective and deliberative thought. Our capacity for System 2 thinking is limited. Our actions, including purchasing decisions, however, often rely on (System 1) gut feelings that come easily to mind. Advertisers currently think about advertising entirely in System 2 terms – our System 2 mind with its limited processing ability is alerted to a new piece of information, which, when processed, persuades us of a brand's benefits. This paper from research firm Brainjuicer shares the result of an experiment that reveals the limitations of the predominant model of advertising and pre-testing, and a case study to illustrate it. It points to a new way of thinking about advertising and pre-testing that will lead to more efficient and more creative advertising.

Summary
This briefing offers an overview of the history, theories and key trends related to Pre-testing or copy-testing. It covers the arguments about the effectiveness of pre-testing, as well as appropriate methodologies such as the use of report-card scores, diagnostic, moment by momentmeasures and non-verbal systems. It discusses how pre-testing has tried to grapple with interest in non-verbal responses to advertising as well as the rise of digital media.

Summary
Sue Burden, head of Brand and Communications Research at TNS UK, describes how pre-testing can be used with ads that are trying to be totally original and unexpected. Using the Sony Bravia TV 'Paint' ad, she shows how qualitative projective questions can be used within a quantitative pre-test study, to assess the emotional communication of the commercial.

Summary
Charles Young, founder and CEO of Ameritest, discusses the role of film editing on our perception and understanding of movies and TV commercials - especially how 'long' they appear to be. He then describes the various research techniques that have been developed to diagnose the effect of ads. Finally he illustrates how fast cutting can influence ad effectiveness.

Summary
John Kastenholz, from Unilever (USA), and Charles Young, Ameritest, contend that there are ways of managing creativity and producing TV advertisements that are superior to the competitors (and beat the average). Using Unilever experience, they explain five different learning strategies: pretest (but with valid measures, not day after recall), rehearse (using rough form ads), experiment with alternative ideas, use diagnostic insights, and test (and learn from) the competition.

Summary
Chuck Young, Ameritest, and John Kastenholz, Unilever, explain the importance of emotion in TV commercials, and how different storytelling structures lie at the heart of ad analysis. In pre-testing they use ‘Flow of Emotion®’ measures to assess the dynamics of an ad, and have identified four dramatic structures that work well (against conventional pre-test measures). Dramatic structure also helps us to understand the role of the brand in the commercial.

Summary
In a 'Dear Steven' letter the authors explain how using a 'picture sort' analysis the strengths and weaknesses of a TV commercial (strategy, idea and execution) can be isolated. The study correlates results from Ameritest measures with those from the Millward Brown Advertising Effectiveness Index for 71 Unilever TV ads.

Summary
In this wide ranging interview Christopher Delapuente of Proctor and Gamble discusses the Company's philosophy, which places the customer at the centre of all decision making, and his responsibilities within the organisation. He discusses increasing market fragmentation and the effect it has on reaching prime prospects. His views on the role of retailers as a medium are outlined along with partnerships with other products such as Coca-Cola and Wrigley's. P & G's relationship with its agencies and remuneration methods are outlined. The Company's attitudes to pre-testing ads, competition and the issue of corporate social responsibility are all discussed.