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.

Consumer Purchasing, Starch, and STAS: Does Magazine Advertising Produce an Immediate Effect?

Consumer Purchasing, Starch, and STAS: Does Magazine Advertising Produce an Immediate Effect?
Consumer purchasing, starch, and STAS: Does magazine advertising produce an immediate effect?
John PhilipJones

The reason this chapter appears in the second section of this book—that devoted to research before the advertising is run—is that it introduces the Starch readership system as a pretesting mechanism. Starch research is normally carried out after an advertisement has been exposed in national print media. It is of course still relevant in that use, so this chapter should also be studied alongside Chapters 24, 25, and 26 of this volume, which are concerned with postexposure measurement. However, in this chapter I mainly address the use of Starch for a different purpose—as a prescreening device for print campaigns.

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