Abstract:

This experiment has, we believe for the first time, demonstrated that it is possible (in fact without having to "mount eye cameras onto magazines or their readers" to take a technique on which over the years millions of dollars and pounds have been spent to little avail, and with the help of laboratory equipment, to improve the technique, and to bring it into line with (advertising) reality. Clearly, in view of the differences we have in the past found to hold for claims for different types of advertisement (colour is mono, size and so on) it will be necessary to conduct further experiments in order to allow for the effects of such variables in the weighting system. It might ultimately be necessary in the future, before conducting large-scale reading and noting studies, to precede them with a small pilot study using DEMOS to ascertain the correct weights to be used for readers of the particular publication(s) concerned.