Testing television advertising using interactive television.
The effectiveness of political advertisements
Joshua D. ClintonStanford University and John S. LapinskiYale University
INTRODUCTION
This paper introduces several new methods that explicitly measure the effectiveness of television ads – where an ad's effectiveness is measured by its ability to produce or facilitate the desired behavioral outcome in its viewers. The importance of determining the effectiveness of an ad is perhaps best expressed in David Ogilvy's '18 Miracles of Research' which warns its readers that 'Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy...