Subject Index
 

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' ...

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 ...

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 ...

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 th ...

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 t ...

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 ...

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 ...

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 t ...

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 ...

This paper describes a research method for evaluating television advertising copy that is new to both advertising and the Internet. DiscoverWhy pioneered the ability to stream proposed new advertiseme ...

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 ...

Complains that many commercials currently on television are simply unintelligible to the viewer, and seeks explanations. “If incomprehensible commercials are running on television and nobody cares, th ...

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 ...

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 ...

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 ex ...

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 ...

On the fast developing 'Information Highway' market testing methods for the acceptance of Online Services will gain an increasing importance. While all services are using a graphic user interface (Win ...

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 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. W ...

If the enormous costs of airtime are to be effectively spent, the commercials which carry the advertising burden must do their job properly. It is therefore essential that they should be pre-tested - ...

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 whic ...