The following is a bibliography of advertising copy research, covering copy testing research during the period 1960-1972. Earlier and later bibliographies also appear on this site.
Many, or most, of the citations contained in this bibliography will be excerpted and placed under appropriate topics listed on the University of Texas Advertising Research Resource Center web page, but the bibliography is provided below as a whole, in its original form.
Copy Testing
an annotated bibliography
1960-1972
Advertising Research Foundation INTRODUCTION
Copy testing, as used in this bibliography, is defined as those research procedures used in advertising research to determine both what to say in an advertisement and how to say it. These procedures include preliminary tests to determine the form and content of the advertisement, as well as pre-tests and post-tests of the copy to ascertain the potential and actual impact of the advertising message.
Covered in this bibliography are over 200 sources spanning a diversity of subjects either inherent to copy testing literature or closely related to it. All of the references are on file in the Advertising Research Foundation Library.
The sources presented here have been categorized under subject headings for reader convenience. These arbitrary headings include: Methods and Measurement Techniques; Copy Content and Structure; Position, Time and Frequency Effects; and a general category. Also provided are both a subject index and an author index to assist the reader in searching for specific areas of interest. All references are indexed according to source number.
This reference work on copy testing is not a final document. As new research material is published and old sources are uncovered so will the copy testing bibliography grow. The bibliography is designed in such a way that, from time to time, new material can readily be added. ARF welcomes your suggestions on references we have missed that should be included.
PERIODICALS, REPORTS AND PRESENTATIONS
Methods and Measurement Techniques
1. Achenbaum, Alvin A., "An Answer to One of the Unanswered Questions About the Measurement of Advertising Effectiveness," Proceedings 12th Annual Conference, Advertising Research Foundation, October 5,1966, pp. 24-32.
Promotes the idea that attitude shift is a key consideration in measuring ad effectiveness and that it is predictive of purchasing behavior. Arguments both pro and con the significance of attitude studies are presented and analyzed.
2. Achenbaum, Alvin A., "Is Copy Testing a Predictive Tool?" Proceedings 10th Annual Conference, Advertising Research Foundation, October 6,1964, pp. 65-70.
A discussion on six methodological elements of copy testing, taking attitude shift as the measurement criterion.
3. Achenbaum, Alvin A., Russell 1. Haley and Ronald Gatty, "On-Air vs. In-Home Testing of TV Commercials," Journal of Advertising Research, Vol. 7, No. 4, December 1967, pp. 15-19.
Compares on-air testing and in-home testing on the basis of reliability and sensitivity. Results indicated that in-home tests are more reliable although both are approximately equal regarding the criterion of sensitivity.
4. Adler, John and Alfred A. Kuehn, "How Advertising Works in Market Experiments," Proceedings 15th Annual Conference, Advertising Research Foundation, October 14,1969, pp. 63-70.
Adler describes the operations of AdTel and the CATV testing system, and Kuehn discusses AdTel's usefulness as a copy testing facility. Included also is information on AdTel's comparisons of daytime vs. nighttime advertising and continuous vs. flighting advertising.
5. Barrow, Lionel C., Jr., "New Uses of Covariance Analysis," Journal of Advertising Research, Vol. 7, No. 4, December 1967, pp. 49-54.
Describes how analysis of covariance can be used to reach more exact precision in the matching of sample panels. The author discusses on the basis of actual experience how covariance analysis can eliminate significant sources of errors in copy tests utilizing matched samples.
6. Becknell, James C., Jr., "Utilizing Pre-Testing Devices to Reduce Variance in Advertising Experiments," Proceedings 11th Annual Conference, Advertising Research Foundation, October 5,1965, pp. 34-38.
A generalized discussion on the subject of ad evaluation with particular emphasis given to the operant response technique (CONPAAD) used to measure ad effectiveness.
7. Blankenship, A. B., "Let's Bury Paired Comparisons," Journal of Advertising Research, Vol. 6, No. 1, March 1966, pp. 13-17.
Argues that the paired comparison technique is artificial and that the positive or negative inferences derived from it are likely as not to be invalid.
8. Book, Albert C., "Recall of Institutional TV Commercials," Journal of Advertising Research, Vol. 5, No. 2, June 1965, pp. 38-40.
Indicates on the basis of recall tests that the effectiveness of institutional television commercials can be enhanced by incorporating material of interest to both men and women.
9. Brown, Nigel A. and Ronald Gatty, "Rough vs. Finished TV Commercials in Telpex Tests," Journal of Advertising Research, Vol. 7, No. 4, December 1967, pp. 21 -24.
A comparison of rough and finished television commercials, the result of which reveals the effectiveness of the two to be about the same.
10. Buzzell, Robert D., Marshall Kolin and Malcolm P. Murphy, "Television Commercial Test Scores and Short-Term Changes in Market Shares," Journal of Marketing Research, Vol. 2, No. 3, August 1965, pp. 307-313.
The authors reply to various criticisms of the Schwerin analyses leveled by Fothergill and Ehrenberg and emphasize the fact that overall their research should be considered exploratory in nature and not regarded as the absolute answer. (See Source 19)
11. Caffyn, John, "Psychological Laboratory Techniques in Copy Research," Journal of Advertising Research, Vol. 4, No. 4, December 1964, pp. 45-50.
A discussion on the psychogalvanometer and the tachistoscope and how each is used to measure ad copy effectiveness. Included also are examples of copy tests which utilized these devices.
12. Caffyn, John, "Telpex Testing of TV Commercials," Journal of Advertising Research, Vol. 5, No. 2, June 1965, pp. 29-37.
Preliminary findings on the potentialities of Telpex videotape pre-testing are presented in considerable detail. The method of operation is also explained.
13. Canter, Stanley D., "Alternative Criteria in Evaluating Television Commercials," Proceedings 13th Annual Conference, Advertising Research Foundation, November 14, 1967, pp. 70-77.
Discusses attitude change as a measure of commercial effectiveness, relates this measure to coupon redemption and suggests that greater diagnostic in sight can be obtained by pre-testing television ads in a competitive context.
14. Center for Research in Marketing, Inc., "Split Cable Television Testing," a brochure distributed by the Center for Research in Marketing, Inc., Peekskill, New York, 1966.
Outlines a procedure using the CATV method of testing television commercials to obtain both attitudinal and behavioral measurements of commercial effectiveness.
15. Chilton Research Services, "Cumulative Cue Technique," Marketing Assistance Program, No. 1701, Chilton Research Services, 1964.
Describes a process of cumulative reconstruction of an ad-sketch to test recognition and retention.
16. Clancy, Kevin J. and David M. Kweskin, "TV Commercial Recall Correlates," Journal of Advertising Research, Vol. 1.1, No. 2, April 1971, pp. 18-20.
Briefly discusses a study in which on-air recall tests of commercials were related to five factors: consumer attitudes towards program carrying commercial, whether or not whole program was viewed, usage of test brand, education and age.
17. Communications Research Center, "CAA-T Testing," a brochure distributed by the Communications Research Center, San Francisco, California, 1971.
Outlines a test procedure designed to evaluate television ads. Offers both pre-viewing and post-viewing ratings.
18. Computer Field Express, Inc., "A Syndicated Service for the Measurement of Print Advertising," a brochure distributed by Computer Field Express, Inc., New York, 1970.
Describes in considerable detail the service's research procedure for pre testing print ads, including a discussion on the evaluative criteria by which a pre-tested ad is measured, and compares this procedure with those of five major competitors.
19. Fothergill, J. E. and A. S. C. Ehrenberg, "On the Schwerin Analyses of Advertising Effectiveness," Journal of Marketing Research, Vol. 2, No. 3, August 1965, pp. 298-306.
The authors criticize the analyses of data promoting the Schwerin pre-testing system (re: Buzzell, JMR, August 1964). Their arguments stem from weak correlations--or no correlations at all--between Schwerin relative competitive preference scores and changes in advertising expenditures, changes in the momentum variable and changes in market share. (See Source 10 )
20. Gordon, Howard L., "Pre-Testing and Testing Industrial Ads," Proceedings 9th Annual Conference, Advertising Research Foundation, October 1,1963, pp. 54-61.
Illustrates how the dummy magazine can be used to measure ad "stopping and holding" power.
21. Grass, Robert C., Lewis C. Winters and Wallace H. Wallace, "A Behavioral Pretest of Print Advertising," Journal of Advertising Research, Vol. 11, No. 5, October 1971, pp. 11-14.
Presents an operant pre-testing method that quantitatively measures both the attention level and the teaching ability of print ads.
22. Green, Jerome D. and J. Stevens Stock, "Brand Attitudes as Measures of Advertising Effects," Journal of Advertising Research, Vol. 6, No. 2, June 1966, pp. 14-22.
A comprehensive report on the use of brand attitude criteria in measuring advertising performance. To illustrate this the authors compare the brand attitudes of two matched sample panels, one of which is exposed to a magazine test ad and the other of which is not.
23. Gross, Irwin, "How Many Ads Does It Pay to Pre-Test?" Operations Research Discussion Group Report of the Tenth Meeting, ARF, March 10, 1964, pp. 1-24.
A technical consideration of the number of alternative ads it is reasonable to generate and the amount of testing necessary to select the best of a number of ads.
24. Haley, Russell 1. and Ronald Gatty, "Measuring Effectiveness of Television Exposure by Computer," Journal of Advertising Research, Vol. 9, No. 3, September 1969, pp. 9-12.
Demonstrates how computers can be used to help match test and control groups of respondents, thus facilitating the measurement of television commercial effectiveness.
25. Haller, Terry P., "Let's Not Bury Paired Comparisons," Journal of Advertising Research, Vol. 6, No. 3, September 1966, pp. 29-30.
Presents the argument that paired comparison tests are financially more feasible than alternate methods and just as reliable as the monadic design, if not more so. (See Source 7)
26. Hartman, John E., "An Evaluation of Various Methods for Pretesting Ads," Proceedings: 1966 IARI Research Forum, Industrial Advertising Research Institute, Princeton, New Jersey, October 1966, pp. 35-38.
Outlines a proposed study that would pre-test a given set of ads using a variety of methods and thus establish criteria upon which to compare techniques.
27. Herzog, Herta M., "Is Copy Testing a Predictive Tool?" Proceedings 10th Annual Conference, Advertising Research Foundation, October 6, 1964, pp. 70-73.
Presents six requirements for relevant copy testing and discusses the measurement of pupil dilation to predict arousal or involvement.
28. Jackson, Babette, "Measuring TV Commercial Alternatives by Sales Response," American Marketing Association, a presentation at a meeting of the AMA International Marketing Congress, March 31, 197.
Covers a method of TV commercial pre-testing which exposes a test group of shoppers to commercials on location at a supermarket. The procedure allows for the shopping activities of both the test group and the control group, which was not exposed to any commercials, to be closely monitored and compared.
29. Jenssen, Ward J., "Sales Effects of TV, Radio, and Print Advertising," Journal of Advertising Research, Vol. 6, No. 2, June 1966, pp. 2-7.
The article outlines a research design utilizing the coupon redemption technique coupled with store site TV exposure to the test advertising, and it also covers two measuring indices for this design. Included are the results of an actual test which revealed measurable increases in sales.
30. Kanter, Donald, "The Communications Approach to Copy Testing," Advertising and Marketing, June 1965, pp. 6-7.
Promotes multi-factor analysis in pre-testing and discusses four generalized factors that the author feels should be pre-evaluated in order to obtain favorable communication. Also covered are four major problems involved in copy testing.
31. Keswick, Gordon M. and Lawrence G. Corey, "A Sensitive Measure of Ad Exposure," Journal of Advertising Research, Vol. 1, No. 6, December 1961, pp. 12-16.
Covers a method of ad measurement, the Controlled Ad Awareness Technique, which shows ads to respondents through one or more screens, thus facilitating a systematic presentation of increasing amounts of stimulus information.
32. Kohan, Xavier, "A Physiological Measure of Commercial Effectiveness," Journal of Advertising Research, Vol. 8, No. 4, December 1968, pp. 46-48.
Briefly describes a study in which both the galvanic skin response technique and a verbal rating technique were applied to determine peaks of interest during the showings of two separate commercials.
33. Krugman, Herbert E., "A Comparison of Physical and Verbal Responses to Television Commercials," The Public Opinion Quarter/y, Vol. 29, No. 2, Summer 1965, pp. 323-325.
Discusses a test in which two television commercials were verbally rated as being equal in terms of interest, yet according to pupil measurements the test commercial actually elicited more interest.
34. Krugman, Herbert E., "Answering Some Unanswered Questions in Measuring Advertising Effectiveness," Proceedings 12th Annual Conference, Advertising Research Foundation, October 5, 1966, pp. 18-23.
Presents a theory of high and low consumer involvement with advertising stimuli to clarify the relationship between attitude changes and behavioral changes. Criteria by which involvement can be measured are also included.
35. Krugman, Herbert E., "Processes Underlying Exposure to Advertising," Proceedings 14th Annual Conference, Advertising Research Foundation, October 15, 1968, pp. 14-19.
Relates the phenomena of thinking, looking and feeling to television commercial exposure, suggesting that it is feasible to study such abstracts in order to further refine the evaluation of advertising.
36. Krugman, Herbert E., "Some Applications of Pupil Measurement," Journal of Marketing Research, Vol. 1, No. 4, November 1964, pp. 15-19.
Suggests that test results from pupil dilation measurements are more predictive of behavior (and sales) than attitude measures.
37. Krugman, Herbert E., "The Measurement of Advertising Involvement," The Public Opinion Quarterly, Vol. 30, No. 4, Winter 1966-1967, pp. 583-596.
Presents a testing method which measures the amount of viewer involvement with an ad by identifying and counting the number of "connections" a viewer makes between an advertisement and his own life. Included are the results of a study which tested ads on the basis of the "connections" criterion.
38. Krugman, Herbert E., "Tracking Consumer Response to Advertising," Association of National Advertisers, a presentation at the ANA Advertising Research Workshop, December 14,1971.
Describes a total testing procedure designed to measure message reception, product image and attitude change using panel tests and lab tests which simulate as close as possible a natural environment for the respondent.
39. Langhoff, Peter, "Options in Campaign Evaluation," Journal of Advertising Research, Vol. 7, No. 4, December 1967, pp. 4147.
Outlines the options open to management in determining campaign strategies and measurements and discusses a consumer response model that would lend itself to the measurement of copy effectiveness by following the principles of vector psychology.
40. Leavitt, Clark, "Response Structure: A Determinant of Recall," Journal of Advertising Research, Vol. 8, No. 3, September 1968, pp. 3-6.
Reveals a correlation between scores obtained from verbatim responses to open-ended questions about advertisements and scores derived from day after recall tests. Included is a brief discussion on structural analysis of verbatim responses.
41. Leavitt, Clark, Charles Waddell and William Wells, "Improving Day-After Recall Techniques," Journal of Advertising Research, Vol. 10, No. 3, June 1970, pp. 13-17.
The authors describe a method of coding answers to open-ended recall questions in order to measure the degree to which a test commercial elicits favorable response to an advertised product in terms of "mental rehearsal" or "mental review."
42. Lindsley, Ogden R., "A Behavioral Measure of Television Viewing," Journal of Advertising Research, Vol. 2, No. 3, September 1962, pp. 2-12.
Covers an operant behavioral measure of copy effectiveness, describing first the physical features of the technique, next the method of operation and what the technique measures, and lastly the results of actual tests and implications for future copytesting.
43. Macarte, Peter and Alan Hedges, "A New Approach to Advertising Research," The Advertising Quarterly, No. 23, Spring 1970, pp. 36-43.
The authors focus on the use of subjective approaches to determine the emotional content of advertising and to assist the creative development of ads. Covered is the use of group discussions to measure attitude change and achieve qualitative results.
44. Maloney, John C., "Portfolio Tests--Are They Here to Stay?" Journal of Marketing, Vol. 25, No. 5, July 1961, pp. 32-37.
William D. Barclay, "Why Aren't Portfolio Tests Here to Stay?" Journal of Marketing, Vol. 26, No. 3, July 1962, pp. 73-75.
John C. Maloney, "More 'Why' About Portfolio Tests," (Rejoinder) p. 76.
Maloney criticizes the use of portfolio tests for recall studies, although he considers them valid for pre-testing ads.
45. Marder, Eric and David Mort, "Recognition of Ad Elements: Recall or Projection?" Journal of Advertising Research, Vol. 1, No. 6, December 1961, pp. 23-25.
On the basis of an eight-city study of ad readership, the authors present the argument that the aided recall technique is a relatively worthless tool for obtaining factual data on prior exposure.
46. Matricon, Claude-Pierre, "A New Index f Advertising Effectiveness," Journal of Advertising Research, Vol. 7, No. 4, December 1967, pp. 33-39.
Demonstrates that by combining criteria and assigning them index designations a variety of variables can be easily related to each other when evaluating ad campaigns.
47. Mayer, Charles S., "CATV Test Laboratory Panels," Journal of Advertising Research, Vol. 10, No. 3, June 1970, pp. 37-43.
Discusses the use of both physical and statistical adjustments to optimize the degree of balance between two CATV test panels.
48. Mitchell, Walter G., "Systematic Synthesis of Advertising Research Verbatims," Journal of Advertising Research, Vol. 7, No. 3, September 1967, pp. 37-40.
Suggests that audience responses can come under one or more of five general categories and presents a means for measuring those responses.
49. Murphy, Joseph R., "Responses to Parts of TV Commercials," Journal of Advertising Research, Vol. 11, No. 2, April 1971, pp. 34-38.
Correlates attitudinal and behavioral responses with second-by-second commercial viewing to reveal viewer reaction to segments of commercials.
50. Nathan, Peter E. and Wallace H. Wallace, "An Operant Behavioral Measure of TV Commercial Effectiveness," Journal of Advertising Research, Vol. 5, No. 4, December 1965, pp. 13-20.
Compares and analyzes consumer reaction to four different commercials as determined by two separate tests, one a laboratory study employing a willingness to work apparatus and the other a field survey using recall.
51. Neu, D. Morgan, "Measuring Advertisement Recognition," Journal of Advertising Research, Vol. 1, No. 6, December 1961, pp. 17-22.
Defends the recognition method of testing ads by citing several previous studies which proved the technique to be effective.
52. "New Measure of Attitude Change," Media/Scope, Vol. 11, No. 10, October 1967, pp. 127-130.
Reveals dramatic discrepancies between the results of attitude change measurements and those of copy recognition measurements. Included is a synopsis of a new technique which combines both ad readership surveys and attitude change measurement.
53. "New Way to Check Ad Performances," Sales Management, July 7, 1961, pp. 57-60.
Describes the use of the "cumulative cue" technique in measuring contributions of separate ad elements to recognition and retention.
54. O'Neill, Harry W., "Pretesting Advertising with the Differential Attitude Technique," Journal of Marketing, Vol. 27, No. 1, January 1963, pp. 20-24.
Discusses pre-testing in terms of attitude change rather than the recall of specific aspects of an ad.
55. Ostberg, Henry D., "The Measurement of Non-Verbal Communication in Copy Testing," Proceedings 13th Annual Conference, Advertising Research Foundation, November 14, 1967, pp. 27-30.
Proposes that non-verbal responses can be both highly accurate and geared to a more natural exposure situation. Discussed are two techniques, the Advertising Registration Measurement technique and the Copy Appeal Test, both of which elicit non-verbal, product identity responses.
56. Pomerance, Eugene C., "An Outline of Copy Pre-Testing Methods," Association of National Advertisers, a presentation at the Fourth Advanced Advertising Management Seminar, June 1965.
Surveys the basic stages involved in the pre-testing of copy. Included is a discussion on what to measure regarding the relationship between the hierarchy of effects and advertising and how to measure that relationship.
57. Queen, Harvey, "A Conceptual Framework for Advertising Research," American Marketing Association, a presentation at the Advertising Research Group Meeting, October 5, 1961.
Distinguishes first between diagnostic and evaluative copy research, presents a model for consumer behavior based on modern learning theory, and pro motes the use of attitude measures in copy testing.
58. Rohloff, Albert C., "Quantitative Analyses of the Effectiveness of TV Commercials," Journal of Marketing Research, Vol. 3, No. 3, August 1966, pp. 239-245.
Using pre-post brand choice increment as an example measure of ad effectiveness, the author describes a structural relationship which opens the way for thorough quantitative analyses of ad test results and sheds some light on the phenomenon of commercial wearout.
59. Satterthwaite Research Services, "Marketing Research Methods of Copy Testing and Testing Print Ads," a paper published by Satterthwaite Research Services, New York, 1964.
Reviews methods of print ad testing used at the time this paper was written.
60. Schwerin, Horace S., "Competitive Preference--Does It Predict Consumer Action?" a presentation at a meeting of the American Association for Public Opinion Research, May 6, 1960.
Describes the basic procedures behind the competitive preference test and presents two case studies which revealed a strong correlation between competitive preference scores and actual sales results.
61. Smith, Seymour, "Total Measurements, Evaluating All Promotional Factors in a Campaign," Proceedings 11th Annual Conference, Advertising Research Foundation, October 5,1965, pp. 76-80.
Reveals the results of a case study designed to analyze the following in terms of effectiveness: print advertising, publicity, brochures, film, sales calls, business shows, house organs and direct mail. Six of these were measured by a version of the tachistoscope and the remaining two by direct questioning.
62. Spielman, Harold M., "AC-T" (Advertising Control for Television), a presentation at the New York Chapter of the American Marketing Association, 1970.
Summarizes a testing technique which brings respondents to facilities in three different parts of the country and exposes them to test ads via closed circuit TV.
63. Stapel, Jan, "Sales Effects of Print Ads," Journal of Advertising Research, Vol. 11, No. 3, June 1971, pp. 32-36.
Suggests on the basis of case studies that intent-to-buy statements used in conjunction with proved recall of single ads provide a valuable indicator of sales effects.
64. Taylor, David, "A Study of the Tachistoscope," British Journal of Marketing, Vol. 4, Spring 1970, pp. 22-28.
Describes the tachistoscope and relates the use of this electronic instrument to the area of ad testing. Presented also is a summary of the results obtained from an experiment in which the degree of ad perception was measured and compared in a test of six different ads.
65. Taylor, Robert C. and R. D. Peterson, "A Textbook Model of Ad Creation," Journal of Advertising Research, Vol. l . 12, No . 1, February 1972, pp. 35-41.
Presents a checklist for evaluating trade-paper ads, analyzes information de rived from this measurement device and briefly discusses the potential of such a technique.
66. Tele-Research, Inc., "Advertising Pre-Testing," a brochure distributed by Tele-Research, Inc., Los Angeles, California, 1970.
Outlines a pre-testing procedure which utilizes coupon redemption to deter mine sales results among viewers and non-viewers of tested commercials. Procedures for testing radio and print ads are also included.
67. The Feasibility of Establishing a CA TV Advertising Laboratory. New York: Advertising Research Foundation, August 1967.
A comprehensive report delineating the pros and cons involved in the establishment of a CATV ad testing laboratory. Major considerations: economic feasibility, technical aspects, site selection, legal aspects and the basic economics behind CATV.
68. Tobolski, Francis P., "Direct Mail: Image, Return and Effectiveness," Journal of Advertising Research, Vol. 10, No. 4, August 1970, pp. 19-25.
Presents a three-phased study which first establishes attitude evaluation criteria for direct mail copy, then relates these criteria to actual returns. Results indicate the possibility that highly efficient direct mail pre-testing techniques can be developed on the basis of such a relationship.
69. Van De Sandt, Udolpho, "Pretesting with Competition," Journal of Advertising Research, Vol. 9, No. 3, September 1969, pp. 17-19.
Suggests that more objectivity can be obtained in pre-testing by comparing a proposed ad to a leading competitor's advertisement. Two scales of comparison are included.
70. Von Gonten, Michael, "A Behavioral Measurement of TV Commercial Effectiveness," Proceedings 17th Annual Conference, Advertising Research Foundation, November 15, 1971, pp. 43-45.
Outlines a study design which utilizes coupon redemption in actual shopping situations to measure the sales effectiveness of test commercials previously shown in projection booths.
71. Wallerstein, Edward, "Measuring Commercials on CATV," Journal of Advertising Research, Vol. 7, No. 2, June 1967, pp. 15-19.
Outlines briefly the mode of operation, the test procedure, examples of tests, the advantages and the limitations of Community Antenna Television.
72. Wells, William D., "EQ, Son of EQ, and the Reaction Profile," Journal of Marketing, Vol. 28, No. 4, October 1964, pp. 45-52.
Compares consumer ratings of ads with results obtained from aided recall tests, indicating that a relationship exists between the two.
73. Wells, William D., "Recognition, Recall and Rating Scales," Journal of Advertising Research, Vol. 4, No. 3, September 1964, pp. 2-8.
Analyzes data from various studies, concluding that recognition indicates interest, recall indicates
meaningfulness and brand registration, while consumer ratings may best indicate ultimate sales.
74. Wells, William D., Clark Leavitt and Maureen McConville, "A Reaction Profile for TV Commercials," Journal of Advertising Research, Vol. 11, No. 6, December 1971, pp. 11 -17.
Presents six reaction profile scales to measure consumer opinions of television commercials and discusses the means by which they were obtained. The profile scales are categorized as: humor, vigor, sensuousness, uniqueness, personal relevance and irritation.
75 What Can One Newspaper Ad Do? An Experimental Field Study of Newspaper Advertising Communication and Sales Results. New York: Bureau of Advertising, ANPA, August 1969.
This comprehensive report describes and analyzes in detail the effectiveness evaluation procedure which centers upon the use of fake newspaper pages containing test ads. Chapter 9 deals specifically with the implications of this study in terms of copy pre-testing.
76. Winters, Lewis C. and Norris Love, "Correlating Preliminary and Finished Versions of Television Commercials on an Operant Behavioral Measure," a presentation at the American Psychological Association Convention, Washington, D. C.,1967.
Describes how the operant testing technique was used to determine which was more effective in relation to finished television commercials--artwork storyboards or photographic storyboards. Results revealed photographic storyboards to be more effective because of their realism.
77. Winters, Lewis C. and Wallace H. Wallace, "On Operant Conditioning Techniques," Journal of Advertising Research, Vol. 10, No. 5, October 1970, pp. 39-45.
A broad discussion on CONPAAD. Included are methods of operation, several case studies reflecting favorable results obtained from operant testing techniques, and some future possibilities for CONPAAD studies.
78. Young, Shirley, "Copy Research Without Magic Numbers," Journal of Advertising Research, Vol. 12, No.1, February 1972, pp. 3-12.
Argues in favor of the total evaluation of advertising copy as determined by tests in a natural environment. Much of the article delineates the short comings of popular copy testing techniques used individually, particularly recall, and promotes persuasion measurements as the best single method.
79. Abruzzini, Pompeo, "Measuring Language Difficulty in Advertising Copy," Journal of Marketing, Vol. 31, No. 2, April 1967, pp. 22-26.
Presents various ways to analyze and evaluate copy during both its creative stage and its field test stage. Covered are the analysis of formal structure, the analysis of content and the overall evaluation of comprehensibility.
80. "Add Color in Ad Copy and Sales Soar," Editor and Publisher, Vol. 102, No. 13, March 29,1969, p.18.
Briefly describes a newspaper split-run copy test comparing the effectiveness of color ads to that of black and white ads.
81. Anderson, Leo, "How Research Can Boost Ad Effectiveness by 10%," Industrial Marketing, Vol. 45, No. 5, May 1960, pp. 39-43.
Outlines how Starch rating and coupon redemption copy tests of a steel manufacturer's advertising revealed which mechanical aspects of copy con tent and what position alternatives proved to be most effective.
82. Assael, Henry, John H. Kofron and Walter Burgi, "Advertising Performance as a Function of Print Ad Characteristics," Journal of Advertising Research, Vol. 7, No. 2, June 1967, pp. 20-26.
An in-depth discussion on the Automatic Interaction Detector program (AID) regarding its use in measuring print ad effectiveness. Detailed in this article is the relationship between a measure of ad performance (an advertisement's percent noticed) and 36 independent variables characteristic of print.
83. Beik, Leland L., "Immediate Recall of TV Commercial Elements," Journal of Advertising Research, Vol. 2, No. 3, September 1962, pp. 13-18.
The author presents information on tests of various television ads which showed that the recall of video events was higher than that of audio events.
84. Cagley, James W. and Richard N. Cardozo, "White Response to Integrated Advertising," Journal of Advertising Research, Vol. 10, No. 2, April 1970, pp. 35-39.
Relates the degree of racial prejudice expressed by respondents to the varying use of models of different races in tested ads, some of which were integrated, some of which had all black principals and others of which had all white principals.
85. Diamond, Daniel S., "A Quantitative Approach to Magazine Advertisement Format Selection," Journal of Marketing Research, Vol. 5, No. 4, November 1968, pp. 376-386.
Shows how twelve "format" variables can be quantitatively evaluated in terms of readership after an ad has been run, thereby facilitating the computer selection of future advertising formats.
86. "Effect of Space Size in Business Papers," Media/Scope, Vol. 10, No. 8, August 1966, pp. 52-57.
A detailed analysis of the relationship between print ad size and ad effectiveness in terms of readership scores. Covered are a variety of factors including color, illustration size, overall ad size and ad structure.
87. Ferber, Robert, "Interpretation of Interest in Pharmaceutical Advertisements," Journal of Advertising Research, Vol. 6, No. 3, September 1966, pp. 8-13.
Discusses a study in which sampled physicians rated their own levels of interest in copy treatments
and reveals that various aspects of copy presentation elicited more interest than the product itself.
88. Guest, Lester, "Status Enhancement As a Function of Color in Advertising," Journal of Advertising Research, Vol. 6, No. 2, June 1966, pp. 40-44.
Suggests on the basis of surveys comparing respondent evaluations of both color and black and white magazine ads that color is not that important a prestige factor.
89. Heads, J., "Ad Sizes and One Ad Recallers," Journal of Advertising Research, Vol. 8, No. 4, December 1968, pp. 26-30.
Discusses the inverse relationship, as shown by a Gallup survey in the United Kingdom, between the per cent of proved recall of advertising by size and the number of proved recallers per monetary unit cost of newspaper advertising space.
90. Katz, Michael and Jon Rose, "Is Your Slogan Identifiable?" Journal of Advertising Research, Vol. 9, No.1, March 1969, pp. 21-26.
In terms of recall, the authors discuss the effectiveness of advertising slogans for individual products within heavily advertised product categories.
91. Larson, Carl M. and Hugh G. Wales, "Slogan Awareness in the Chicago Market," Journal of Advertising Research, Vol. 10, No. 6, December 1970, pp. 38-41.
Correlates slogan awareness with a variety of variables, the most important of which were age, income, sex and race.
92. Modig, Agneta and Anne-Margrete Norlander, "Letter from Stockholm: Ad Size Matches Readership in Newspaper Test," Media/Scope, Vol. 12, No. 9, September 1968, pp. 115-116.
Suggests on the basis of an actual study that the attention value of an ad is directly proportional to the size of the advertisement.
93. Myers, James H. and Arne F. Haug, "Declarative vs. Interrogative Advertisement Headlines," Journal of Advertising Research, Vol. 7, No. 3, September 1967, pp. 41-44.
Compares the effectiveness of declarative ad headlines to that of interrogative ad headlines in terms of retention. Differences noted between the two forms were insignificant.
94. Robinson, Edward J., "How an Advertisement's Size Affects Responses to It," Journal of Advertising Research, Vol. 3, No. 4, December 1963, pp. 16-24.
On the basis of eye camera measurements, the author describes respondent scanning of tested ads of varying size and content. The results of this study showed little relationship between ad size and visual responses.
95. Silk, Alvin J. and Frank P. Geiger, "Effect of Advertisement Size on the Relationship Between Product Usage and Advertising Exposure," Cambridge: Marketing Science Institute, a MSI working paper, July 1971.
In relation to ad size the authors compare the selective exposure to advertisements of two different groups, brand users and product users.
96. Stafford, James E., Al E. Birdwell and Charles E. Van Tassel, "Integrated Advertising--White Backlash?" Journal of Advertising Research, Vol. 10, No. 2, April 1970, pp. 15-20.
The authors discuss the results of copy tests which utilized both verbal rating scales and pupil measurements to obtain the reactions of a white audience to two integrated ads.
97. Starch, Daniel, "How Does Shape of Ads Affect Readership?" Media/Scope, Vol. 10, No. 7, July 1966, pp. 83-85.
Briefly discusses findings which indicate that the shape of an ad helps deter mine how well that ad will attract attention.
98. Steadman, Major, "How Sexy Illustrations Affect Brand Recall," Journal of Advertising Research, Vol. 9, No.1, March 1969, pp. 15-19.
Discusses a study in which copy with sexual illustrations was compared to copy without such illustrations by means of recall tests. Findings indicate that although sexual copy may attract attention, the brand name associated with it is less frequently recalled than is the brand name for its non-sexual counterpart.
99. The Measurement and Control of the Visual Efficiency of Advertisements. New York: Advertising Research Foundation, 1962.
An analysis of the physical characteristics of ads with the objective of deter mining which of 47 designated characteristics contribute most to an ad's recognizability. Also covered are the four separate tests designed to measure these ad characteristics and a description of the visual apparatus used.
100. Vickers, Ronald, "A Pre-Test of Four Australian Paint Ads," Journal of Advertising Research, Vol. 1, No. 6, December 1961, pp. 26-32.
A detailed case history of how quantitative and qualitative factors were considered in selecting an advertising theme.
101. Wheatley, John J., "Marketing and the Use of Fear- or Anxiety-Arousing Appeals," Journal of Marketing, Vol. 35, No. 2, April 1971, pp. 62-64.
Reveals a significant and positive attitude shift among respondents after exposing them to an insurance advertisement containing anxiety-arousing appeals.
Position, Time and Frequency Effects
102. Appel, Valentine, "On Advertising Wear Out," Journal of Advertising Research, Vol. 11, No.1, February 1971, pp. 11-13.
A brief article suggesting that commercials which score high on 24-hour recall tend to be more effective over long periods of time than those with low scores.
103. Barclay, William D., Richard M. Doub and Lyron T. McMurtrey, "Recall of TV Commercials by Time and Program Slot," Journal of Advertising Research, Vol. 5, No. 2, June 1965, pp. 41-47.
Using recall testing on Chicago housewives, the authors found that the communication effectiveness of daytime and nighttime commercials was about equal. However, in-program commercials proved to be more effective than spots.
104. Frankel, Lester R. and Bernard M. Solov, "Does Recall of an Advertisement Depend on Its Position in the Magazine?" Journal of Advertising Research, Vol. 2, No. 4, December 1962, pp. 28-32.
Discusses the testing of eight different ads in terms of position, the type of probe and the respondent's sex.
105. Grass, Robert C. and Wallace H. Wallace, "Satiation Effects of TV Commercials," Journal of Advertising Research, Vol. 9, No. 3, September 1969, pp. 3-8.
Discusses the "wearout" phenomenon regarding advertising exposure and its application to natural, field study environments.
106. Gruber, Alin, "Position Effects and the Starch Viewer Impression Studies," Journal of Advertising Research, Vol. 6, No. 3, September 1966, pp. 14-17.
The author presents data to indicate that Starch commercial recall scores are influenced by program and commercial position and that without proper adjustments such scores cannot meaningfully evaluate commercial performance per se.
107. Krugman, Herbert E., "An Application of Learning Theory to TV Copy Testing," The Public Opinion Quarterly, Vol. 26, No. 4, Winter 1962, pp. 626-634.
Regarding the repetition of ads, the author suggests a method for determining the point at which increased recall and attention are no longer enhanced by additional exposure. Discussed also is how learning theory can be used to better understand the processes of copy impact, including persuasion.
108. Neu, D. Morgan, "Further Comments on the Effects of Commercial Position," Journal of Advertising Research, Vol. 6, No. 3, September 1966, pp. 18-20.
Briefly discusses the relationship between commercial recall and the "external" factors, specifically viewer activity in relation to commercial and/or program position.
109. "Quest for Boredom," Television Age, Vol. 15, No. 10, December 18, 1967, pp. 28-29, 55-56.
Surveys what is being done in the advertising industry to measure commercial wearout and how such a phenomenon can be studied through copy tests and copy testing techniques.
110. Ray, Michael L., "Can Order Effect in Copy Tests Indicate Long Term Advertising Effect?" Journal of Advertising Research, Vol. 9, No. 1, March 1969, pp. 45-52.
Describes and analyzes the results of 19 copy tests which measured the effect of advertisement position by attitude change, recognition and a first mentions criterion.
111. Shulman, Arthur, "On-Air Recall by Time of Day," Journal of Advertising Research, Vol. 12, No.1, February 1972, pp. 21-23.
Reveals that day-after interviews conducted in the morning show higher recall scores for test commercials than do the afternoon interviews, indicating that commercials shown later in the day are more likely to be recalled the following day.
112. Wheatley, John J., "Influence of Commercial's Length and Position," Journal of Marketing Research, Vol. 5, No. 2, May 1968, pp. 199-202.
Demonstrates by means of a laboratory experiment that a commercial's effectiveness is influenced by both its length and its position within a pro gram, although differences in effectiveness resulting from increased length and island position in a program were generally slight.
113. "Ad Recall? P&G and GF Couldn't Care Less," Marketing/Communications, Vol. 299, No. 8, August 1971, pp. 22-26.
Discusses the trend towards the use of attitude change and persuasion measurements in copy tests rather than recall measurements.
114. "Advertising Really Pays--What's Your Proof?" Media/Scope, Vol. 13, No. 6, June 1969, pp. 35-39.
An in-depth report on what is being done and what should be done regarding the measurement of advertising effectiveness. Included are discussions on copy testing techniques, basic research methods, media comparisons and firsthand reports and opinions from many of the top people in the advertising industry.
115. Adler, Lee, Allan Greenberg and Darrell B. Lucas, "What Big Agency Men Think of Copy Testing Methods," Journal of Marketing Research, Vol. 2, No. 4, November 1965, pp. 339-345.
An objective, 4A sponsored survey of 50 leading advertising agencies. Re search directors express their opinions on preferred methods of testing individual ads, preferred testing conditions and applications regarding the media, the evaluation of whole ad campaigns, the sales criterion, and major issues confronting advertising. An analysis of these solicited opinions is also included.
116. Anthony, James P., Jr., "Do-It-Yourself Pre-Testing Helps Build Better Ads," Industrial Marketing, Vol. 52, No. 1, January 1967, pp. 68-69.
A brief article describing the effectiveness of an agency developed ad profile form designed to put a degree of objectivity into subjective evaluations.
117. Bagger, Bruce, "The Problems Involved in Pre-Testing Your Ads," Industrial Marketing, February 1960, pp. 66-72.
Discusses the problems and the advantages of pre-testing advertisements and summarizes paired comparisons, rankings, dummy magazines, split-runs, and portfolio methods.
118. Barton, Roger, "Is Attitude Change a Measure of Effectiveness?" Media/Scope, Vol. 10, No. 5, May 1966, pp. 58-62.
Discusses the conflicting results of two studies which used attitude change as a measure of ad effectiveness and presents the views of Valentine Appel and Sherwood Dodge on the subject of attitude change measurement.
119. Blum, Sam, "The Great TV Commercial War," New York Times Magazine, Section 6, April 9,1967.
A feature report on the implications of copy research and on the testing services involved. Much of the article focuses on the Schwerin Research Corporation with references also to Audience Studies, Inc.
120. Boyd, Harper W., Jr., and Michael L. Ray, "What Big Agency Men in Europe Think of Copy Testing Methods," Journal of Marketing Research, Vol. 8, No. 2, May 1971, pp. 219-223.
Comparing the attitudes of European ad men towards copy testing with those of American researchers as revealed in a 1965 study, the authors conclude that on most issues the two groups agree. The major split concerned the area of campaign measurement, particularly with regards to sales effects measures. (See Source 115 )
121. Caffyn, John and Nigel Rogers, "British Reactions to TV Commercials," Journal of Advertising Research, Vol. 10, No. 3, June 1970, pp. 21-27.
American and British television commercials covering the same product fields are compared and evaluated in terms of British viewer responses.
122. Cayton, William, "Radio Copy-Testing Brings Out the Sweet Smell of Success," Broadcasting, Vol. 73, No. 3, July 17, 1967, p. 26.
Presents a case study in which different copy approaches were tested over radio with excellent results at a minimum of cost.
123. Crain, Rance, "Double Testing Makes Corporate Ads More Effective, Westinghouse Feels," Advertising Age, Vol. 36, No. 4, January 25,1965, p. 66.
A report on the combined utilization of pre-testing and post-testing to deter mine ad effectiveness. The article centers on the success Westinghouse has had with this double testing technique.
124. "Creative Trends Pose Challenge to Ad Testing," Television/Radio Age, Vol. 17, No. 14, February 23, 1970, pp. 23-25, 54.
Emphasizes the possible fallibility of traditional testing techniques when used on "creative" ads or mood-creating commercials and briefly discusses new and experimental sensory testing techniques.
125. Dodd, Allen R., Jr., ''How to Test, When to Retire an Ad," Printers' Ink, Vol. 286, February 22, 1963, pp. 21-23, 26-27.
Deals with advertising evaluation, both pre-testing and post-testing, in terms of what it means to accomplish, how the research is done and by whom, and what several prominent individuals in the industry have to say about it all.
126. Dodge, Sherwood, "Comments on the Current Scene in Copy Research," Association of National Advertisers, a presentation at the Fifth Advanced Advertising Management Seminar, September 15, 1966.
Discusses an experimental copy test design using attitude change measurement, presents two models of advertising and briefly outlines the potential of the Milwaukee Ad Lab.
127. "Eight Firms That Test TV Copy," Sponsor, Vol. 15, No. 15, July 31, 1961, pp. 33-35.
A survey of the services, testing methods and fees of eight major TV commercial testing firms.
128. Eldridge, Clarence E., "The Before-and-After Evaluation of Advertising Effectiveness," Printers' Ink, Vol. 295, No. 2, July 28,1967, pp. 58-61.
The author covers several pre-evaluative criteria he feels advertising should follow in order to be effective and suggests that post-evaluation should rely heavily on consumer research.
129. "Fake Pages Used to Test Ad Response," Editor and Publisher, Vol. 101, No. 42, October 19,1968, p. 14.
Summarizes three presentations given at ARF's 14th Annual Conference with special attention directed towards Stuart Tolley's discussion of a split run pre-testing technique utilizing simulated newspaper pages.
130. "Five Marketers Pre-Test Ads Via 'Post,' Marder," Advertising Age, Vol. 33, December 10,1962, pp. 34-35.
Describes briefly a syndicated system that pre-tests ads by inserting two test ads into a nationally circulated magazine with subsequent interviews to determine awareness and attitudes.
131. "G&R Research Links Recall, Buying Intent," Advertising Age, Vol. 42, No. 33, August 16,1971, pp. 3, 62.
Briefly outlines a Gallup and Robinson study which indicates that there is a relationship between day-after recall scores and purchase intent.
132. Gerhold, Paul E. J., "Some Copy Tests That Kill and Some Copy Research That Contributes," Advertising Research Foundation, a presentation at the 23rd Annual ANA Western Meeting, March 17,1969.
Urges a change in copy research priorities and contends that research would be best put to use as a tool for creativity instead of its present use as a means for criticism.
133. Goldstein, Fred A., "The Testing of Television Commercials: An Overview," Association of National Advertisers, a presentation at the ANA Television Seminar on Television Advertising Management, April 1970.
Supports both copy pre-testing and total campaign evaluation, presents an overall view of testing methods, and discusses research costs and goals from the point of view of both the advertiser and the agency.
134. Haley, Russell 1., "Beyond Benefit Segmentation," Journal of Advertising Research, Vol. 11, No. 4, August 1971, pp. 3-8.
Suggests through a series of case studies that ad research and copy testing can be used to determine both the segment of the consumer market most interested in a product category and the type of message best suited to that segment.
135. Haley, Russell 1. and Ronald Gatty, "The Trouble With Concept Testing," Journal of Marketing Research, Vol. 8, No. 2, May 1971, pp. 230-232.
Argues that the problem with concept testing is that the concepts themselves can only be evaluated through selected executions (copy), and therefore concept testing is for the most part copy testing.
136. Henry, John D., "Point of View," Journal of Advertising Research, Vol. 12, No. 1, February 1972, pp. 4647.
Contends that a consistent methodological technique coupled with natural environment exposure, persistence in following up data, realistic evaluation and hard work are the keys to successful copy research.
137. "How to Judge a Campaign's True Effectiveness," Advertising Age, Vol. 41, No. 14, April 6, 1970, pp. 54, 56.
An anonymous brand manager uses a case study to demonstrate that favor able pre-post scores mean very little if the sales don't go up.
138. "How Research Can Help the Creative Man," American Association of Advertising Agencies, Papers from the 1967 Region Conventions 4As Eastern Annual Conference, October 10-11, 1967.
A lengthy paper centering upon two lively panel discussions involving both creative and research people. The first panel discussion covers the research/ creative relationships in developmental research and deals with research's role in strategy planning and concept testing. The second panel delves into research/creative functions regarding various aspects of copy testing.
139. "Is Testing Here to Stay?" Sponsor, Vol. 16, No. 23, November 19, 1962, pp. 31 -33.
A general survey of TV commercial testing and of the opinions of several researchers involved with it. Included are arguments both pro and con established methods of TV copy testing.
140. "Is There a 'Best' Way to Test TV 'Sell'?" Sponsor, Vol. 20, No. 26, December 26, 1966, pp. 32-35.
A summary survey of the methodological techniques used in ad testing and the preferred techniques of several major ad agencies, advertisers and re search companies.
141. Kanter, Donald, "The Measurement of Advertising Persuasion," 1969 June Conference Proceedings, American Marketing Association, pp. 175-176.
Briefly deals with four major problems inherent in copy testing (specifically pre-testing) and concludes that the key factor of persuasiveness cannot be measured by pre-testing the copy.
142. Keller, Paul, "The Rocky Road to Measurement of TV Commercial Effectiveness," Media/Scope, Vol. 10, No. 9, September 1966, pp. 179-182.
A generalized discussion on how researchers measure TV commercial effectiveness and ideally how they should go about it.
143. Krugman, Herbert E., " 'Temporary' Effects of Communication," Journal of Advertising Research, Vol. 10, No.1, February 1970, pp. 15-17.
Demonstrates how stable responses to attitude questions can become unstable when the associated visual stimulus is varied. Results indicate that in addition to the advertising effect, product and corporate images are also highly influenced by communications stimuli at the time of exposure.
144. Lorimor, E. S. and S. Watson Dunn, "Four Measures of Cross-Cultural Advertising Effectiveness," Journal of Advertising Research, Vol. 7, No. 4, December 1967, pp. 11-13.
Describes a study in which 100 American ads were tested in foreign environments. Results revealed a correlation between scores on three different measures of attitude, but a fourth measure, that of comprehension, showed no correlation.
145. Mackay, Hugh, "Pre-Testing Advertisements: the Way Ahead?" The Advertising Quarterly, No. 25, Autumn 1970, pp. 6-13.
Discusses the future of copy pre-testing in terms of its compatibility with media, its relevance in the total marketing context, its sensitivity to consumer responses and its overall application as a "global" approach.
146. Maloney, John C., "Copy Testing: What Course Is It Taking?" Proceedings 9th Annual Conference, Advertising Research Foundation, October 1,1963, pp. 89-94.
Discusses four different levels of advertising evaluation research and pro motes the thought that although copy can and should be evaluated on different levels, it is equally important that these evaluative "sub-systems" be interrelated within an overall view.
147. Maloney, John C., "Curiosity Versus Disbelief in Advertising," Journal of Advertising Research, Vol. 2, No. 2, June 1962, pp. 2-8.
Describes a test of believability of six food ads, concluding that curiosity (a form of nonbelief) is important in persuasive selling copy.
148. Marantz, Marcel, "Evaluating Department Store Advertising," Journal of Advertising Research, Vol. 7, No.1, March 1967, pp. 16-21.
The results of a 10-year study on department store advertising are presented to reveal that ad results are determined by departmental demand patterns, not the opposite. Considered in this article are optimum levels of advertising and over-advertising.
149. Mason, Jarvis Woolverton, "The Communications Effect of an Industrial Advertising Campaign," Journal of Advertising Research, Vol. 9, No. 1, March 1969, pp. 35-37.
Briefly presents a case study in which a post-test revealed the favorable results a major metal industry obtained from a three-year advertising campaign in industrial magazines.
150. "Measuring Advertising Effectiveness: In the Land of the Blind," Sales Management, Vol. 94, No. 4, February 19, 1965, pp. 65-72.
Airs the diverse opinions and views of practicing experts regarding the measurement of ad effectiveness to include a discussion on copy testing. Also discussed is the value of advertising research in supporting or validating ad expenditures and programs.
151. Miller, Gilbert M., "How DuPont Pre-Tests Ads," Industrial Marketing, May 1963, pp. 106-109.
Presents two case studies which used magazine split-runs followed up by direct mail questionnaires on the memorability of the ads tested.
152. Pearson, Arthur S. and Joseph O. Eastlack, Jr., "Commercials That Sell May Not Test Well: How Bristol-Myers Developed a Sound Approach to TV Commercial Testing," Association of National Advertisers, ANA Workshop on Advertising Planning and Evaluation, January 1965.
The speakers discuss the problems large advertisers have when working with several agencies, all of which use different evaluative techniques, and they present five guidelines for governing real-world television copy testing.
153. "Pre-Testing Commercials in Rough Form is Growing Trend," Tele/Scope (Tele Research, Inc.), Vol. 2, No. 7, May 1969.
Summarizes the concepts behind pre-testing with unfinished commercials and compares the effectiveness of rough commercials to that of finished commercials.
154. "Pre-Testing TV Commercials: A Package Approach," Sponsor, Vol. 20, No. 13, June 27, 1966, pp. 42-44.
Briefly discusses the Telpex testing system which pre-tests videotape roughs of proposed commercials.
155. Proceedings: 1965 IARI Research Forum, Industrial Advertising Research Institute, Princeton, New Jersey, October 1965, pp. 12-40.
Includes six presentations dealing with actual research studies utilizing copy testing procedures. The subjects covered are: pre-testing industrial campaign themes, using ad scores to determine new themes, pre-testing two different ad approaches, pre-testing industrial advertising by small sample research, the presentation of a new method of pre-testing ads by mail, and a discussion on various methods of pre-testing industrial ads.
156. Schelly, Cyrus Y., " 'Clue Hunting': Short Cut to Ad Testing," Industrial Marketing, Vol. 53, No. 4, April 1968, pp. 51-55.
Suggests that in addition to the formal and more extensive copy testing methods, it sometimes pays to also go straight to the prospective consumer with rough layouts and get his opinion.
157. Sokol, Robert, "Testing a Campaign for Educational TV," Journal of Advertising Research, Vol. 2, No. 3, September 1962, pp. 37-44.
Analyzes the failure of a print ad campaign for an educational TV station. The test design for the campaign and results are covered in considerable detail .
158. Spangenberg, James L., "Pre-Evaluation of Advertising Before It Runs," Association of National Advertisers, a presentation at the Sixth Advanced Advertising Management Seminar, September 1967.
A general discussion on copy pre-testing; its practical purpose, its application, its limitations. Emphasis is placed on finding a standard means of copy testing ideally suited to the advertised product.
159. Stevens, Bill and Joel Axelrod, "Three Ways to Improve Ad Pre-Tests," Journal of Advertising Research, Vol. 1, No. 6, December 1961, pp. 32-36.
A discussion on the importance of clearly defining research objectives, on intra-organization relationships, and on assumptions of how advertising works.
160. Stone, Robert, "Beware of Logic in Direct Mail: Two Plus Two Can Equal Five," Advertising Age, Vol. 42, No. 48, November 29,1971, pp. 39-41.
The author illustrates the importance of considering the human equation in addition to mathematical equations when pre-testing direct mail ads.
161. Sturm, Alfred J., "The Pitfalls of Testing 'Heavy-Up' Ad Campaigns," Printers' Ink, Vol. 291, No. 4, August 27,1965, pp. 43-44.
Stresses the importance of pre-testing new commercials and re-testing old ones before including them into an already existing ad campaign.
162. "Tele-Research Uses Coupons in Testing Effectiveness of Ads," Advertising Age, Vol. 36, May 24, 1965.
Describes a testing technique coupling the use of TV commercial showings in parking lot trailers with coupon redemption to determine ad effectiveness by purchase results.
163. "Testing Advertising Effectiveness: No Job for an Agency," Sales Management, Vol. 99, No. 14, December 15,1967, pp. 52-54.
Contends that more emphasis should be placed on ad testing research, and that such research should be performed by sources outside ad agencies.
164. "Trendex Survey Measures 5 Areas of Ad Performance," Advertising Age, Vol. 42, No. 25, June 21, 1971, p. 8.
Briefly discusses Trendex's house-to-house interviews designed to measure an ad's ability to: engage interest, create brand awareness, communicate on short or prolonged inspection, obtain product awareness and gain acceptance.
165. "TV Commercials Testing," Sponsor, Vol. 18, No. 13, June 22,1964, pp. 34-35.
Briefly describes an on-air method of evaluating television commercials on the basis of both recall and attitude change criteria.
166. "TV Copy Testing: Fact or Hope?" Sponsor, Vol. 14, No. 7, April 9, 1960, pp. 36-38.
Discusses what is being done in copy pre-testing research, covers some of the research organizations doing it, and deals with some of the problems facing this kind of research.
167. Weilbacher, William, Babette Jackson and John Keil, "Developing Advertising Copy," Association of National Advertisers, a presentation at the ANA Advertising Research Workshop, December 14, 1971.
A discussion on how a well-known ad agency uses its research and creative departments in close conjunction to develop better copy in terms of consumer views. Included is a description of an "Ad Lab" program used by the agency to foster creative/research interaction.
168. "What Do Advertising Recall Scores Really Mean?" Tele/Scope (Tele-Research, Inc.), Vol. 3, No. 3, May 1970.
Summarizes a study comparing recall scores derived from an on-air exposure situation to those derived from a forced-viewing situation.
169. Wheatley, John J., "Assessing TV Pretest Audiences," Journal of Advertising Research, Vol. 11, No. 1, February 1971, pp. 21-25.
Suggests that designs for commercial pre-tests need not differentiate between the degrees of product use, or perhaps even between product users and product nonusers themselves. The author also indicates that certain sociological variables may be important considerations in commercial pre-testing.
170. "Why People Will Read Ads Through," Starch Tested Copy, No. 102, February 1964, reprinted from Printers' Ink, December 6, 1963, pp. 23, 28-29.
Summarizes readership score data obtained on 1000 ads and points out what factors contribute most to successful copy.
171. Winans, Derek, "Getting the Most Ad for the Money," Printers' Ink, Vol. 287, September 27, 1963, pp. 27-30.
Outlines some of the information contained in a NICB study, Pretesting Advertising, and presents four case studies of ad pre-tests which were undertaken for the following reasons: cost, appearance, product use and potential product use.
172. Wood, J. F., "Pre-Testing the Advertising," ADMAP, Vol. 3, No. 9, September 1967, pp. 364-367.
Presents the idea that research as an indicator can be used equally and effectively by research, marketing and creative men. Included is a summary discussion on four copy testing techniques.
1. American Association of Advertising Agencies, Inc. A Handbook for the Advertising Agency Account Executive. Reading, Massachusetts: Addison-Wesley Publishing Co., 1969, Chaps. 9 and 12.
Aspects of both pre-testing and post-testing are covered in the first two selections in Chapter 9, and a list of criteria for evaluating methods of measuring ad effectiveness is presented in the third selection. Chapter 12 includes four selections on the relationship between copywriting and re search, and discussed in these selections are both concept testing and copy testing.
2. Axelrod, Joel N. Choosing the Best Advertising Alternative: A Management Guide to Identifying the Most Effective Copy Testing Technique. New York: Association of National Advertisers, 1971.
Discusses the necessity of having genuine advertising alternatives for testing and comparison, provides a theoretical framework for evaluating services and techniques, presents an approach designed to substitute hard facts for theory, and covers the economic considerations behind the research program described in this light reading booklet.
3. Barton, Roger (Editor). Handbook of Advertising Management. New York: McGraw-Hill, Inc., 1970, Chap. 23, "Copy Research," by Allan Greenberg.
A generalized survey of copy research. Included are the more prominent theories, methodological techniques, definitions and issues surrounding the area of copy testing.
4. Bell, Martin L. Marketing: Concepts and Strategy. (2nd Edition) Boston: Houghton Mifflin Co., 1972, Chap. 27, pp. 840-848.
Differentiates between pre-tests, post-tests, concurrent tests and longitudinal measurement and also summarizes some basic concepts behind the measurement of both the communications effects and sales results of advertising.
5. Drake, Jerry E. and Frank 1. Miller. Marketing Research: Intelligence and Management Scranton, Pennsylvania: International Textbook Co., 1969, Chap. 19, pp. 552-589.
Analyzes copy pre-testing and post-testing in terms of the following: recognition and recall, sales results, inquiry or coupon tests, split-runs, consumer jury tests, paired comparisons, the impact technique, the P-C-R Method, attitude scales and pupilmetrics. Also included are 12 detailed case studies covering various pre- or post-testing measures and a summary list of the testing techniques provided by various readership services.
6. Greyser, Stephen A. Cases in Advertising and Communication Management. Englewood Cliffs, New Jersey: Prentice-Hall, Inc., 1972, Parts 3 and 4.
The following case studies covered in Parts 3 and 4 deal specifically and comprehensively with copy pre-testing and campaign evaluation: Weyerhaeuser Co. (C and D), Sodaburst (B), Edgerton Co., American Sheep Producers Council (C, D and E), Abex Corp. and the Irish Tourist Board.
7. Kerby, Joe Kent. Essentials of Marketing Management. Cincinnati, Ohio: South Western Publishing Company, 1970, Chap. 19, pp. 505-519.
Regarding ad pre-testing, the material deals with laboratory methods, motivation research and experimental methods based on a simulated shopping situation. The discussion on post-testing analyzes impact and readership studies, couponing with split-runs and sales comparisons.
8. Konrad, Evelyn and Rod Erickson (Editors). Marketing Research: A Management Overview. New York: American Management Association, Inc., 1966, Section 5.
Contains four articles on the measurement of advertising effectiveness. George Gallup discusses the measurement of sales effectiveness, Daniel Starch writes on readership studies, Horace Schwerin covers television commercial pre-testing and Louis Cohen and Emanuel Demby deal with motivational research focusing on the depth interview.
9. Kotler, Philip. Marketing Management: Analysis, Planning and Control. (2nd Edition) Englewood Cliffs, New Jersey: Prentice-Hall, Inc., 1972, Chap. 18, pp. 396-401.
Presents a synopsis survey of the roles of both communications-effect re search and sales-effect research in evaluating advertising.
10. Lair, Jesse K. Splitsville: A Split-Half Study of Television Commercial Pretesting. University of Minnesota, Minneapolis, an unpublished doctoral dissertation microfilmed by University Microfilms, Inc., Ann Arbor, Michigan, 1965.
A comprehensive work covering a split cable copy test study designed to determine if pairs of television commercials judged to be different by a pre-post exposure measure would produce measurable differences in two halves of a test city.
11. Littlefield, James E. and C. A. Kirkpatrick. Advertising: Mass Communication in Marketing. (3rd Edition) Boston: Houghton Mifflin Co., 1970, Chap. 23.
First discusses cost considerations and the validity of ad evaluation. Chapter 23 then deals briefly with the following: checklists, consumer juries, paired comparison tests, mechanical testing techniques, market tests, coincidental telephone surveys, electronic recording devices, diaries, personal interviews, inquiries, split-run tests, recognition tests, aided recall tests and sales tests.
12. Lucas, Darrell Blaine and Steuart Henderson Britt. Measuring Advertising Effectiveness. New York: McGraw-Hill, 1963.
Authored by two leading authorities in advertising research, this book contains a comprehensive survey of the principal measurements used in copy and audience research, describing over 20 types of pre-tests and explaining what and how well each one measures.
13. Luck, David J., Hugh G. Wales and Donald A. Taylor. Marketing Research. (3rd Edition) Englewood Cliffs, New Jersey: Prentice-Hall, Inc., 1970, Chap. 18, pp. 480-510.
Outlines eight frequently used pre-testing and post-testing measures of advertising effectiveness and summarizes the procedures behind each.
14. Mandell, Maurice I. Advertising. Englewood Cliffs, New Jersey: Prentice-Hall, Inc., 1968, Chap . 33.
Covers both copy pre-testing and post-testing. Discussed under pre-testing methods are checklists, consumer juries and physiological tests. Included under the post-testing methods are inquiry tests, sales results, recognition or readership tests and aided recall tests.
15. Obermeyer, Henry. Successful Advertising Management. New York: McGraw-Hill, Inc., 1969, Chaps. 13 and 14.
A discussion on advertising research in general with an overall view of copy testing and some of the techniques involved.
16. O'Dell, William F. The Marketing Decision. New York: American Management Association, Inc., 1968, Chap. 10, pp. 263-276.
Covers in general various facets of pre-testing and post-testing, including some of the techniques used and the shortcomings encountered. Emphasis is placed on analytical designs for attitudinal scaling and evaluation.
17. Robinson, Patrick J. (Editor).Advertising Measurement and Decision Making. Boston: Allyn & Bacon, Inc., 1968.
Centers upon the development of an Idealized Measurement Procedure for copy testing and how actual ad measurement techniques, syndicated and non-syndicated, compare to this procedure in terms of what is measured and how it is measured.
18. Sandage, C. H. and Vernon Fryburger. Advertising Theory and Practice. (7th Edition) Homewood, Illinois: Richard D. Irwin, Inc., 1967, Chaps. 24-27.
Presented are discussions on "the rationale of testing," opinion and attitude measurements, recognition and recall testing techniques and controlled field experiments in which attention is given to both inquiry tests and sales testing.
19. Simon, Julian L. The Management of Advertising. Englewood Cliffs, New Jersey: Prentice-Hall, Inc., 1971, Chap. 3, pp. 31-35 and Chap. 7, pp. 71-75.
Segments of these two chapters deal with some of the nonsales measurements of advertising effectiveness. Awareness, recall, attitude, simulated behavioral measures and coupon redemption are briefly covered both individually and in relation to ad size and repetition.
20. Stacey, Nicholas A. H. and Aubrey Wilson. Industrial Marketing Research. (5th Edition) New York: Hillary House Publishers, Ltd., 1969, Chap. 11.
Summarizes the problems and promises surrounding advertising research and then deals with measures of advertising effectiveness, covering specifically keyed advertisements, split-run copy testing, recognition surveys and impact testing.
21. Starch, Daniel. Measuring Advertising Readership and Results. New York: McGraw Hill, Inc., 1966, Chaps. 3,16 and 20.
Discussed in Chapter 3 is the validity of the recognition method. Chapter 16 covers impressions conveyed by advertising to include material on pre-testing and post-testing, and Chapter 20 compares copy treatments in terms of activating power, or sales effect.
22. Taylor, Weldon J. and Roy T. Shaw, Jr. Marketing: An Integrated, Analytical Approach. (2nd Edition) Cincinnati, Ohio: South-Western Publishing Co., 1969, Chap. 23, pp. 662-665.
A synopsis of some of the more common types of copy tests with additional reference to the methodological procedures of Starch, Schwerin and DAGMAR.
23. Tillman, Rollie and C. A. Kirkpatrick. Promotion: Persuasive Communication in Marketing. Homewood, Illinois: Richard D. Irwin, Inc., 1968, Chap. 15, pp. 446-454.
Presents an outline of copy pre-testing and post-testing. Some of the techniques briefly covered are checklists, consumer juries, pupilmetrics, coincidental surveys, diaries, sales or inquiry logs, recognition, aided recall and split-runs.
24. Webster, Frederick E., Jr. Marketing Communication. New York: The Ronald Press Company, 1971, Chap. 15.
Covers numerous areas and questions associated with copy testing including descriptions of several major testing services and detailed discussions on practically every methodological technique used to evaluate ad effectiveness.
25. Wheatley, John J. (Editor). Measuring Advertising Effectiveness. Homewood, Illinois: Richard D. Irwin, Inc., 1969.
An AMA Reprint Series covering a variety of subjects pertaining to the measurement of ad effectiveness. Part 4 deals specifically with copy testing methods with articles by Robert D. Buzzell, Albert C. Rohloff, Darrell B. Lucas and Ward Jenssen. Also included in the book are extensive bibliographies for the subjects covered in each section.
26. Wills, Gordon. Marketing Through Research. Oxford: Pergamon Press, 1967, Chap. 4, pp. 76-81.
A discussion on copy pre-testing and campaign testing focusing primarily on two techniques developed by Schwerin and the Sales Activation Research technique.
27. Wolfe, Harry Deane, James K. Brown, Stephen H. Greenberg and G. Clark Thompson. Pretesting Advertising. New York: National Industrial Conference Board, 1963.
Outlines virtually all standard pre-testing techniques and briefly describes experimental designs, scaling procedures, and interviewing situations. This work also contains 105 case histories offering many new and practical ideas.
28. Zacher, Robert V. Advertising Techniques and Management. Homewood, Illinois: Richard D. Irwin, Inc., 1967, Chap. 27.
Deals with both sales measures and nonsales measures of ad effectiveness. The section on nonsales measures centers primarily on inquiry testing and readership reports. Included in the section on sales measures is information on mail order testing using the split-run technique.
1. Advertising Research Foundation. Copy Testing. New York: The Ronald Press Company, 1939.
A detailed description and evaluation of five types of copy testing techniques: opinion tests, recognition and identification tests, recall tests, inquiry and coupon tests and sales tests. Also discussed is the selection of the sample for use in copy testing.
2. Caples, John. Tested Advertising Methods. (Revised Edition) New York: Harper & Brothers Publishers, 1947.
The author discusses various aspects of copy writing in terms of the types of ads and the methods of developing copy appeal that have been proved most effective through actual tests and years of experience. Specific testing techniques and numerous examples of tested copy are included.
3. Copland, B. D. The Study of Attention Value. London: Business Publications Ltd., 1958.
This thorough review of 45 years of testing print advertisements covers the types of attention value tests, the testing situations involved, and the consistency and reliability of these tests.
4. Hopkins, Claude. Scientific Advertising. (2nd Edition) New York: Moore Publishing Company, 1952. (Original Text, 1923)
A general survey of every facet of advertising from the nature of the business to the technicalities of strategy and research. Material relative to copy testing is covered in the chapters on ad content and dealt with specifically in discussions on advertising laws and test campaigns.
5. Swan, Carroll J. Tested Advertising Copy. Pleasantville, New York: Printers' Ink Books, 1955.
Reports on 201 actual copy tests of 480 advertisements. The book presents pairs (or sets) of ads so that the reader himself can test his ability to determine which ad received the higher score. Comments by several leading copy testers are presented also.
6. A Study of Printed Advertising Rating Methods. (5 Volumes) New York: Advertising Research Foundation, 1956.
A comprehensive analysis of three methods of rating printed advertisements--aided recall, recognition and reader interest. The first three volumes cover basic findings on the rating methods, Volume IV contains summary bulletins regarding the study, and Volume V deals with the effect eight variables have on ad ratings.
© 1972 Advertising Research Foundation, Inc.