Quantifying creative contributions
This paper briefly reviews the historical development of advertising testing, with particular emphasis on those above-mentioned measures that have survived and which are of practical use in contemporary testing. A model-based multivariable pretesting system, which works with variables at the brand as well as advertising level, is then introduced. The system building upon a number of different variables has also led to the formation of standardised measures that can be compared with average norms for the particular product categories. As part of the system an integrated accumulated advertising effect score is introduced. This combines liking, awareness and persuasion effect measures. Finally the use of Lisnel analyses on the data is shown.
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