John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.
Rough versus Finished Commercials in Research
The practical advantage of testing television commercials as rough prototypes lies in the considerable savings in production costs on ineffective creative ideas, which sometimes amount to hundreds of thousands of dollars. The procedure makes sure that such investments are devoted to ideas that are likely to succeed in the marketplace.
The predictive reliability of rough prototype TV commercials has been amply documented by McCollum Spielman Worldwide (MSW), which has collected a substantial body of empirical evidence. When MSW analyzed 92 pairs of rough prototypes and their finished counterparts, the results demonstrated that the rough prototypes were highly predictive of their finished counterparts on basic evaluative measurements of brand/product awareness and persuasion. It should be noted, ...