Hostname: page-component-745bb68f8f-l4dxg Total loading time: 0 Render date: 2025-02-05T22:51:28.301Z Has data issue: false hasContentIssue false
  • English
  • Français

What Advertising Testing Might Have Been, If We Had Only Known

Published online by Cambridge University Press:  18 May 2004

SPIKE CRAMPHORN
SPIKE CRAMPHORN
Affiliation:
Add+Impact International, [email protected]
Get access

Abstract

Today's pretesting is based on concepts of consumer behavior that were devised over a hundred years ago and which were largely discarded in the 1980s. What would it look like if we had known, and then applied what we know now, 25 years ago?

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 2 , June 2004 , pp. 170 - 180
Copyright
© Copyright © 1960-2004, The ARF

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

REFERENCES

Aitchison, J. Cutting Edge Commercials. Singapore: Prentice Hall, 2001.
Ambler, T. “Myths about the Mind: Time to End Some Popular Beliefs about How Advertising Works.” International Journal of Advertising 17, 4 (1998).Google Scholar
Ambler, T. “Persuasion, Pride and Prejudice: How Ads Work.” International Journal of Advertising 19, 3 (2000): 299–315.Google Scholar
Ambler, T., and S. Goldstein. Copy Testing: Practice and Best Practice. Henley-on-Thames, U.K.: WARC, 2003.
ARF. Positioning Advertising Copy Testing. New York: Advertising Research Foundation, 1981.
Banaji, M., and R. Bhasker. “Implicit Stereotypes and Memory: The Bounded Rationality of Social Beliefs.” In Memory, Brain, and Belief, D. Schacter, and E. Scarry, eds. Cambridge, MA: Harvard University Press, 2000.
Barry, E.T., and D.J. Howard. “A Review and Critique of the Hierarchy Effects in Advertising.” International Journal of Advertising 9, 2 (1990).Google Scholar
Broadbent, T. “Advertising's Long Term Effects.” Presented at the 2002 European Advertising Effectiveness Symposium.
Charlton Jones, J. “Making the Most Effective Use of Tracking Studies.” Presented at the 2002 European Advertising Effectiveness Symposium.
Cramphorn, M.F., and P. Blackwell. “Wayside Pulpit: The Emperor Has No Clothes!” Admap, February 2000.
Damasio, A.R. Descartes' Error: Emotion, Reason, and the Human Brain. New York: Macmillan, 1994.
Damasio, A.R. Looking for Spinoza (Joy, Sorrow and the Feeling Brain). Orlando, FL: Harcourt, 2003.
Decock, B., and P. De Pelsmacker. “Emotions Matter.” Esomar, November 2000.
Dennett, D. Consciousness Explained. London: Penguin, 1993.
Dennett, D. Darwin's Dangerous Idea. Harmondsworth, U.K.: Allen Lane The Penguin Press, 1995.
Earls, M. “The Death of Marketing: What Now for Market Research?” Presented at the MRS Conference, 2001.
Ehrenberg, A., and J. Scrivan. “Advertising for Maintenance—Running Hard to Stand Still,” Presented at the 2002 European Advertising Effectiveness Symposium.
Eichenbaum, H., and J. Bodkin. “Belief and Knowledge as Distinct Forms of Memory.” In Memory, Brain, and Belief, D. Schacter, and E. Scarry, eds. Cambridge, MA: Harvard University Press, 2000.
Feldwick, R. “Building Brand Muscle.” Admap, July/August 2002.Google Scholar
Franzen, G. “The Brand Response Matrix.” Admap, September 1999.Google Scholar
Franzen, G., and M. Bouwman. The Mental World of Brand. Henley-on-Thames, U.K.: WARC, 2001.
Gordon, W., and S. Ford-Hutchinson. “Brains and Brands: Re-thinking the Consumer.” Admap, January 2002.
Heath, R. The Hidden Power of Advertising. Henley-on-Thames, U.K.: Admap Publications, 2001.
Heath, R. “Low-Involvement Processing, Does the LINK Test Measure It?” Admap, September 2002.Google Scholar
Heath, R. Address to Monitoring Advertising Performance Conference, January 2003
Jones, J.P. “Advertising Exposure Effect Under a Microscope.” Admap, February 1995.Google Scholar
Jones, J.P. “Advertising Accountability in the Long Term.” Presented at the 2002 European Advertising Effectiveness Symposium.
Krugman, H.E. “Why Three Exposures May Be Enough.” Journal of Advertising Research 12, 4 (1972).Google Scholar
Ledoux, J. The Emotional Brain. New York: Touchstone, Simon and Schuster, 1998.
McDonald, C. Pre-testing Advertisements. Henley-on-Thames, U.K.: Admap Publications, 1997.
Schacter, D. Searching for Memory. New York: Basic Books, 1996.
Schacter, D. The Seven Sins of Memory. New York: Houghton Mifflin, 2001.
Schaeffer, W. “Recognition Reconsidered.” Esomar, February 1995.
Sudman, S., N.M. Bradburn, and N. Schwartz. Thinking about Answers. San Francisco: Jossey-Bass, 1996.
Vaughn, R. “How Advertising Works: A Planning Model.” Journal of Advertising Research 20, 5 (1980): 27–33.Google Scholar
Vaughn, R. “How Advertising Works, A Planning Model Revisited.” Journal of Advertising Research 26, 1 (1986): 57–66.Google Scholar
Westbury, C., and D. Dennett. “Mining the Past to Construct the Future: Memory and Belief as Forms of Knowledge.” In Memory, Brain, and Belief, D. Schacter, and E. Scarry, eds. Cambridge, MA: Harvard University Press, 2000.