Subject Index
 

Charles Young, founder and CEO of Ameritest, revisits the issue of whether fast-paced editing of shots in a TV commercial enhances its effectiveness. Using Millward-Brown and Ameritest pre-testing mea ...

Chuck Young, founder and CEO of Ameritest, introduces the concept of 'the Flow State' to effective advertising. The most effective advertising, he argues, is that which stretches the meaning of the br ...

Tim Broadbent, director of BrandCon Ltd, argues that little has changed in the world of pre-testing in the last forty years. Pre-testing is not predictive (of sales, anyway), and usually misused (dif ...

Spike Cramphorn, chairman of add+impact®, believes that pre-testing can improve campaign decisions but not in the way it has been done so far. He outlines the theory and methodology for evaluating an ...

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 r ...

David Brandt introduces this article by contrasting US and British approaches to copy-testing. He explores the myths and actuality of American research. He illustrates the use of copy-testing by the t ...

This is the first of three articles by Spike Cramphorn on effective advertising research. He highlights the importance of the brand-person-relationship (PBR) and describes how pre- and post tests sho ...

Recent developments in neuroscience and psychology are converging in a consistent view of how consumers actually 'feel' and 'think.' This paper will show how we can use that learning to address the q ...

The author suggests that most ad testing systems focus mainly on the advertising and neglects the real objective of advertising research - to find out advertising's effect on the brand. The role of a ...

This article continues the debate concerning the validity of using brain imaging to identify scenes in a commercial that are likely to be encoded (or processed) in long term memory. The authors respo ...

This article comments on 'Brain-imaging detection of visual scene encoding …' by Rossiter et al (2001), and proposes considerable caution before accepting their conclusions. The authors submit that f ...

The authors report on experimental research using a new brain imaging technique (steady-state probe topography or SSPT) to investigate whether patterns of brain activity in the left or right frontal h ...

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 1962, Malo ...

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 ...

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 the true reasons why research should be employed, and the key compenents of successful research. Concludes that research should not be undertaken when it is done for some reason other than t ...

A discussion of the differences between American and British advertising, which the author feels are misunderstood. Three US print advertisements are analysed to show how they deploy functional claims ...

Argues for, and illustrates with examples, the importance of research and advertising working together in an agreed integrated strategic framework. The problem with pre-packaged testing and tracking s ...

Provides the full text version (PDF format) of Alan Hedges’ classic book, ‘Testing to Destruction’, reissued by the IPA in 1997. In sum, the book is about the ways in which research can help to make a ...

The author postulates that one successful way that advertising works is by subtly modifying behaviour so that product claims are proven (by the consumer) to be true. This she calls 'buying more effec ...

Thoughtful discussion of the theories and techniques of copy testing. The different spectrum of attitudes between `accurate prediction' and `pure judgement' (quantitative - qualitative, US - British). ...

A twin-author debate about the value of pretesting. Pretesting is not a science. Gullen. The Carat `Darlington Project' described, which compared actual performance of commercials on-air with pretest ...

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 ...

Argues that, whilst the word `test' may have unfortunate connotations and might be better changed, there remains a need to provide reassurance for clients that an ad will do what it is supposed to. Ac ...

Argues that pre-testing can never truly predict the effectiveness of an ad.

Testing should be abolished when it is done for some reason other than to improve the return on advertising investment or when the advertising being tested is not expected to have a measurable effect ...