Subject Index
 

This article describes AdEval, the TNS pre-testing technique which discovers what emotions are evoked by advertising. The experiment described looked at pre-Christmas advertising by a number of superm ...

In all social communication, emotion comes before thought, and is a two-way process. This is illustrated by the way babies and children develop and learn by watching their mothers, and the emotional i ...

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 desc ...

James Mundell, John Hallward and Dave Walker, from Ipsos-ASI, use their company's pre-test and tracking study results to contest the popular belief in low-attention processing (LAP). They argue that t ...

Using a wealth of academic sources, Robert Heath, author of The Hidden Power of Advertising, defines two different types of persuasion: rational and emotional. He argues that it is emotional persuasio ...

To anticipate and understand the impact of an advertising message, marketing professionals are looking for new solutions. This paper presents the IM! (Impact Memoire) Method, which is particularly use ...

The paper describes an analysis of outdoor creatives and its effect on aided recall of the outdoor campaign. We have analysed 116 outdoor campaigns. For each of the campaigns the following data were a ...

Since 1992 Viacom Outdoor in the Netherlands has tested the time it takes for the product and brand on outdoor advertising posters to be recognised. The fieldwork was carried out by Inter/View and, la ...

This article introduces a moment-by-moment picture-sorting technique for measuring the emotional content of TV commercials. This new dynamic approach to analyzing the dramatic structure of commercials ...

Spike Cramphorn of add+impact puts the financial case for pre-testing ads. He calculates that by discarding ineffective ads, and tweaking others you can make a return of 900% on your research budget.

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 ...

One of the key purposes of copy testing is to help inform the decision of whether or not an advertising campaign looks likely to be a success. This paper argues that copy testing is often inconsistent ...

This articles suggests that the creative development of an advertising campaign can be assisted by a formal research procedure, the MECCAS model, a means-ends based data collection employing a ladderi ...

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 1987, Blai ...

Cognitive response analysis can separate effective ads from also-rans. To be effective it is not necessary for advertising to erupt into the conscious and demand our attention.

Advertising can ...

Describes how SmithKline Beecham uses copytesting: the ARS Persuasion@ metric as a primary measurement, with quality diagnostics which are validated by testing and retesting executions after revision.

Argues for the ARS Persuasion method of copytesting, on the grounds that it is both reliable and valid, being consistently related to sales success. Validation comes from relating tests to airing in ' ...

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 ...

Describes the m2m system used by Pegram Walters for standardising the international evaluation of advertising. It uses an electronic data capture device to record real time reactions to communications ...

Explains the concepts of awareness, involvement and persuasion used in the Buy©Test pre-testing system. Awareness is easy to measure and correlated with sales (though only lightly), but is not alone a ...

Illustrates the use of Millward Brown's Link copy test procedure for testing global advertising uniformly between countries. Five specific case studies are described. Conclusions: while different cult ...

This paper briefly reviews the historical development of advertising testing, with particular emphasis on those above-mentioned measures that have survived and which are of practical use in contempora ...

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 ...

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 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 ...

This paper starts by examining possible reasons for the lack of consistent in-market validation of advertising pre-tests. It is hypothesized that conventional pre-testing measures may not distinguish ...

Based on marketing practitioner interviews and case studies, this paper reconsiders the potential value of galvanic skin response (GSR) methodology in evaluating the motivational power of marketing co ...

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 ...

Discusses the importance of understanding brand loyalty, and how it applies to specific products, when evaluating advertising. Covers: what loyalty means and how it can be defined; the importance of b ...