The paper describes the international validation of a heuristic model for pre-testing TV commercials. The validation is based on the models internal measures rather than external comparisons such as pre- and post-test validations. The model states that all effective advertising, anywhere in the world, must accomplish three goals: attract an audience, clearly link the ad to the brand in the viewer's mind, and motivate the viewer to take action. The model clearly defines key measures that determine Attention, Brand Linkage and Motivation scores. This paper reports data obtained from over one hundred thirty (130) pre-tests conducted in the United States, Europe and Asia Pacific for multiple clients.
This paper addresses the problem of identifying groups among teenagers based on their media habits. Segments are described in terms of variables such as consumption habits, possessions, gender, age, socioeconomic level, attitudes, etc. A graphic representation of the relationship between variables is conducted using correspondence analysis. Validation of the model and general conclusions are also presented.
This paper addresses the problem of identifying groups among teenagers based on their media habits. Segments are described in terms of variables such as consumption habits, possessions, gender, age, socioeconomic level, attitudes, etc. A graphic representation of the relationship between variables is conducted using correspondence analysis. Validation of the model and general conclusions are also presented.
The drug abuse has become one of the major problems of the nation, and as a response to increased demand for programs and experts to meet treatment and preventive needs. As part of these efforts the National Institute of Mental Health has been funding projects that focus on training a wide range of professionals and paraprofessionals. Thus, the agencies were faced to provide individuals working in the field of intensive, short-term training centres handling the clinical and counselling problems of these agencies. With the increasing number of training centres, evaluation of the program effectiveness arose. The present study was performed in the framework of this evaluation process with the final objective to provide an evaluation and validation model for measuring the training effectiveness on professionals and paraprofessionals working in the drug abuse field.