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Generalizations from accumulating copy test results

Date of publication: June 15, 1977

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Author: Eugene C. Pomerance

Abstract:

Over four years, 323 print advertisements were studied for stopping power and/or communication. Stopping power is measured by exposing ads from slides on a magazine-size rear projection screen, for 1.25 sec. unless stopped by respondent; percent who stop an ad is its score. Principal communication measure is proportion who can play back all of the ad's intended message immediately after reading it following selection of it as being of interest.

Eugene C. Pomerance

Author

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Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
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Citation

Pomerance, E. C. (1977a, June 15). Generalizations from accumulating copy test results. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/generalizations-from-accumulating-copy-test-results