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Article

This article discusses the relationship between paid and owned media, arguing that they complement each other.

Article

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

Article

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).

Article

James Peacock, RAEL, reports on the methodology and findings of a major project in 2004, to determine how effective radio is when used in combination with TV and print media.

Article

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.

Article

In the mid- to late 1980s the ARP Group uncovered evidence relating to advertising effectiveness: advertising's selling power gets used up, or wears out, in a predictable fashion.

Article

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.

Research Paper

Recently, it has been suggested that the use of preference-shift copytesting measures may cause advertisers to become obsessed with short-term share gains at the expense of building long-term equity.

Article

A useful review of thinking and practice in the USA about advertisement pre-testing, which has differed from that in the UK.

Article

An astonishing variety of research methods claim to help advertisers to find out how their advertisements may work, before spending serious money on them.

Article

The author proposes four principles of effective quantified advertisement pre-testing: a comprehensive attribute list, inference of attribute importance, information on the competition, and focus on the preference of marginal buyers.

Article

A response to Charles Channon's article on 'Effectiveness and Efficiency' in March 1990. While agreeing that advertising should not be determined by too much reliance on any one measurement, the author regards as fallacious the idea set up by Channon, and in the Boston conference, that `Efficiency' and `Effectiveness' are two opposed mind sets, between which there is no contact.

Article

If 'effectiveness' is doing the right thing, and 'efficiency' is doing it the right way, why should the two be in conflict? The trouble is that efficiency ('getting more bang for your buck') is easier to measure, and can be made to seem the only measure; it is rational, functional and factual; but it can distort the true situation dangerously by being over-simplistic.

Article

This paper is based on the following questions: What sort of evaluation is both valid and useful? On what areas of advertising research should inevitably limited budgets be concentrated? What should advertisers, agencies and researchers be doing next to improve methods and approaches? Two areas of importance are examined: defining the objectives of advertising research, and defining the objectives of advertising.