One size fits all

Chuck E. Young

The paper describes the international validation of a heuristic model for pre-testing TV commercials.

One size fits all

A global model for diagnostic pre–testing of TV commercials

Chuck E, Young CEO and Founder, CY Research, Inc. d/b/a Ameritest, United States.

INTRODUCTION

The development of multi-national advertising campaigns requires sensitivity to the diverse cultural lenses through which different audiences in our global community view the iconography of an advertisement. Yet it also requires the operating assumption that on at least some levels advertising works in the same way around the world. The implicit argument is that in the end all advertising works by making a connection with the human mind.

For advertising managers, charged...

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