Our innovative approach to optimizing and evaluating advertising flows from our original thinking about how advertising really works. What are we trying to do when we create an ad? Are we inoculating our consumers with a belief in the brand? Are we trying to create recall? Purchase intent? Here are a few articles exploring these and other topics. The following articles are available, free for downloading (Adobe Reader required. Get it here for free).
“A New Approach to Measuring Advertising Effectiveness”, originally published in the Journal of Advertising Research.
“On Measuring the Power of Communications”, originally published in the Journal of Advertising Research.
“Is Cognitive Processing the Right Dimension”, originally published in Admap.
“Advertising as a Factor of Production”, originally published in Admap.
“Research and Strategy”, originally published in Admap.
Review of Casting for Big Ideas, by Andrew Jaffe, (originally published in International Journal of Advertising.)
An essay on advertising for the undergraduate, forthcoming in Kleppner’s Advertising Procedure, v.16.
Press:
"Inside the Consumer Mind" ADWEEK article, January 16, 2006
New York Times article, April 18, 2005.
"Adding Science to Gut Check", Raleigh News & Observer, April 6, 2005.
“Howard, Merrell Works With AnswerStream in Industry Review of Copy Testing Research”, January 2005.
