or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Journal of Advertising Research
ESOMAR Conference papers
Date: newest first
Date: oldest first
Imagine that we can test imagination! An integrated bio-qual approach to test TV ads on a concept level
Cristina de Balanzó, Rafal Ohme and Henk Eising, ESOMAR, CEE Research Forum, Krakow, March 2012
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.
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.
Brain Waves, Picture Sorts and Branding Moments
Charles Young, Journal of Advertising Research, Vol. 42, No. 4, July/August 2002, pp. 42-53
This paper describes a method to identify potential branding moments in television commercials. It involves the convergence between two fundamentally different nonverbal moment-by-moment measurement techniques.
This paper describes a method to identify potential branding moments in television commercials. It involves the convergence between two fundamentally different nonverbal moment-by-moment measurement techniques. The first is a picture-sorting technique. The second is brain-wave measurement. At the intersection of the two can be found special moments where the personalized meaning of the esthetic experience of an advertisement appears to flow into the positioning concept of a brand.
One size fits all
Chuck E. Young, ESOMAR, Marketing Transformation Congress, Rome, Sept 2001
The paper describes the international validation of a heuristic model for pre-testing TV commercials.
The paper describes the international validation of a heuristic model for pre-testing TV commercials. The validation is based on the model's internal measures rather than external comparisons such as pre- and post-test validations. The model states that all effective advertising, anywhere in the world, must accomplish three goals: attract an audience, clearly link the ad to the brand in the viewer's mind, and motivate the viewer to take action. The model clearly defines key measures that determine Attention, Brand Linkage and Motivation scores. This paper reports data obtained from over one hundred thirty (130) pre-tests conducted in the United States, Europe and Asia Pacific for multiple clients.
Testing television advertising using interactive television
John S. Lapinski and Joshua D. Clinton, ESOMAR, Internet Conference, Barcelona, February 2001, pp. 157-177
This paper introduces several new methods aimed at improving ad testing. The power of interactive television and scientific statistical techniques are leveraged to create a unified methodology to test ads.
This paper introduces several new methods aimed at improving ad testing. The power of interactive television and scientific statistical techniques are leveraged to create a unified methodology to test ads. The methodology makes three specific improvements, including the utilization of a random probability sample, the development of a system that allows for self-administered ad experiments given in a respondent's own home, and the employment of a fully randomized, panel experimental research design. The paper draws on empirical evidence from the Yale Advertising Study, focusing on measuring the effect of political ads on voter attitudes and behavior. The study included 12,350 interviews.
Observations: Using Self-concept to Assess Advertising Effectiveness
Abhilasha Mehta, Journal of Advertising Research, Vol. 39, No. 1, January/February 1999
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).
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 important when value expressive attributes or image of the product rather than functional attributes and informational claims are used in the advertising. Concept Convergence Analysis (CCA) has been designed to provide a framework to identify valuable psychological segments, based on self-concept, who may react more or less positively to the test advertising as compared to a broader general audience. Further, CCA offers insight into the advertising effectiveness process by showing how perceptions of the self and the advertised brand interact to influence the overall performance of the advertising. This paper provides a conceptual background for CCA and presents a case study (via Gallup & Robinson's InTeleTest) to show how CCA may be used to better understand advertising performance. Marketing implications are also discussed.
Comparing the effectiveness of executional elements in TV advertising: 15- versus 30-second commercials
John L. Stanton and Jeffrey Burke, Journal of Advertising Research, Vol. 38, No. 6, November/December 1998
The authors report on an analysis of recall and persuasion measures obtained for 380 15-second commercials and 221 30-second commercials.
The authors report on an analysis of recall and persuasion measures obtained for 380 15-second commercials and 221 30-second commercials. In addition to commercial length, the ads were coded by 24 executional elements to provide further insights into the different average persuasion and recall scores. The objective of the study was to identify which of the executional alternatives were the most effective and to quantify their effectiveness. The authors make it clear that it was not to reduce the role of the creative process - or creative judgement.
Turning Research into Return-on-Investment
Mike Mondello, Journal of Advertising Research, Vol. 36, No. 4, July/August 1996
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 'total quality' approach to test and monitor TV advertising.
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 'total quality' approach to test and monitor TV advertising. The ARS persuasion-shift system is used and recommended.
Like it or not, liking is not enough
Nigel Hollis, Journal of Advertising Research, Vol. 35, No. 5, September/October 1995
This article aims to replicate the objective of the ARF's Validity Project, seeking to identify a set of copy-test measures that are predictive of sales effects, particularly for established brands.
This article aims to replicate the objective of the ARF's Validity Project, seeking to identify a set of copy-test measures that are predictive of sales effects, particularly for established brands. Working back from short-term sales effects identified by sales modeling, it shows that, when accessed and treated in the right way, brand linked TV ad awareness is a good predictor of sales response. The potential of an individual commercial to increase TV ad awareness can in turn be predicted from a combination of copy-test questions, including a surrogate for liking - that of enjoyability. However, the paper demonstrates that a new measure of consumers' involvement with advertising is also important in predicting whether or not advertising messages and associations will pass into peoples' memory. Finally, the paper contrasts the role of persuasion, as a measure of the power of the message, with that of communication efficiency, and demonstrates that they can both be important facets of successful advertising.
Camera Shot Length in TV Commercials and Their Memorability and Persuasiveness
James MacLachlan and Michael Logan, Journal of Advertising Research, Vol. 33, No. 2, March/April 1993
Suggests that many TV commercials contain too many short camera shots, which are not easily assimilated, and that persuasion and recall are suffering as a result.
Suggests that many TV commercials contain too many short camera shots, which are not easily assimilated, and that persuasion and recall are suffering as a result. A research study is described in which a large number of commercials were tested with pre-post questioning. The study confirmed the worry, with some unexpected findings (e.g. younger people were less responsive to faster-paced commercials than older people).
YOU ARE IN THE WARC INDEX:
Copytesting and pretesting TV
Cable and satellite TV
Direct response TV
Product placement on TV
TV advertising breaks and clutter
TV audience attitudes and behaviour
TV audience size and composition
TV programming and syndication
TV spot lengths and position
Creativity and research
Copytesting and pretesting
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc