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Abstract Large amounts of money are invested in copytesting procedures which frequently offer little or no evidence of validity or reliability. Current standards for the conduct and reporting of copytest research are inadequate. The authors use published standards of psychometric research...
Abstract Research showing inconsistent effects of corrective advertising on company image is described. Examination of four waves of national telephone surveys over the course of the Listerine corrective campaign shows a small but significant drop in company image. Suggestions for future...
Abstract Time-compressed television advertisements have produced superior recall in college students. The current study indicates that young adults do recall more from time-compressed advertisements, but that elderly adults recall less and middle-aged adults are somewhere in between. These...
Abstract Matching advertising to the appropriate segment is especially critical for television advertising which reaches many diverse segments. This problem has received much attention from researchers over the years. Attempts have been made to develop a television program typology based on the...
Abstract A company needs to estimate the cost of media plans and advertising upon introducing a new or existing product into an unfamiliar environment such as a new international market. This article presents a conceptual framework for making media decisions and a method for estimating the cost...
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