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Looks at the opinions and attitudes of advertisers and agencies with regard to pre‐testing and pre‐test methods in a small market like Belgium. Evaluates the criteria of the study into four components: motivation and/or behaviour; attitude and attitude change; visual impact and recall; and information transfer. Reveals that the importance attached to the criteria increases in the same order. Concludes that the respondents are relatively favourable to message ratings, but have a negative attitude to forced exposure ratings.

Properly conceived, conducted and interpreted, motivation research can be an extremely powerful management tool, designed to help the manufacturer or advertiser to sell more goods. Its aim is to expose the market situation, explain it and suggest courses of action which will lead to desired changes. It is a way of looking at a problem rather than a collection of specialist techniques and is strictly practical. Hence it can be used alongside other market research tools for the solution of marketing problems and can be applied to a wide range of business activities. Much of its development has been in the advertising field but it can also help in the formulation of production policy, solving packaging problems and marketing operations. It is examined here in all these contexts. The idea of motivation research, the reasons for its use and the techniques by which to apply it are discussed, as well as the pitfalls that are likely to occur. New and imaginary case studies are used throughout to illustrate points. A review of the subject literature is included.

This paper aims to test whether a structured application of persuasion principles might help improve advertising decisions. Evidence-based principles are currently used to improve decisions in other complex situations, such as those faced in engineering and medicine.

Scores were calculated from the ratings of 17 self-trained novices who rated 96 matched pairs of print advertisements for adherence to evidence-based persuasion principles. Predictions from traditional methods – 10,809 unaided judgments from novices and 2,764 judgments from people with some expertise in advertising and 288 copy-testing predictions – provided benchmarks.

A higher adherence-to-principles-score correctly predicted the more effective advertisement for 75 per cent of the pairs. Copy testing was correct for 59 per cent, and expert judgment was correct for 55 per cent. Guessing would provide 50 per cent accurate predictions. Combining judgmental predictions led to substantial improvements in accuracy.

Advertisements for high-involvement utilitarian products were tested on the assumption that persuasion principles would be more effective for such products. The measure of effectiveness that was available –day-after-recall – is a proxy for persuasion or behavioral measures.

Pretesting advertisements by assessing adherence to evidence-based persuasion principles in a structured way helps in deciding which advertisements would be best to run. That procedure also identifies how to make an advertisement more effective.

This is the first study in marketing, and in advertising specifically, to test the predictive validity of evidence-based principles. In addition, the study provides the first test of the predictive validity of the index method for a marketing problem.

Explores one of the many exciting advertising research possibilities spawned by the Web, namely the efficacy of banner advertisements designed to lure the browser to an external Web page. Traditional advertising research usually relies on self‐report or memory. With Web advertisement banners, on the other hand, we can track actual behavior. In our pilot study, we demonstrate conclusively that click‐through rate, the percentage of visitors to a Web page clicking on an advertisement banner, can vary according to the advertisement copy. We also find that the imperative call for behavior, “Click here”, has a positive effect. These findings, using a new research method with a new medium, open the door to further advertising and communication research on Web advertisement banners.

This article presents an annotated bibliography of literature recently published on the topic of library instruction and information literacy in academic, school, public, special, and all types of libraries. Collaboration was a strong theme, especially among academic and school libraries. Other themes discussed in the articles include the globalism of information literacy, assessment, the use of course management systems, and the use and value of online tutorials.

Claims that many supposed disadvantages regarding the inadequacies of consumer panels as research tools may not exist and, in some circumstances, may prove to be superior to the normal interview. Posits further research may aid in supporting panel techniques. Puts forward a framework for classifying panels and explains this in depth. Concludes that the subject requires further research on it, as it is not unlikely that even the present disadvantages of panel operations will greatly diminish in importance.

During the more than twenty years since its inception the technique of Benefit Segmentation has become a familiar method of analyzing markets to discover segmentation opportunities. Almost every major marketer of consumer goods and services has attempted to use this method one or more times. However, the degree of success which has attended its use has varied. In this article its originator, Dr. Russell I. Haley, examines the reasons for this variation, offers guidelines for proper use, and suggests directions for further improvements in the method.

This study aims to examine the effects of enhanced visualization of intangible service value through integration of means-end perspectives on advertising effectiveness.

Banking advertisements, incorporating message stimuli derived from salient values desired by the financial consumers and designed to assist message elaboration and stimulate personal relevance, were developed to examine the influence of cognitive connectivity on vividness of intangible service benefits and service advertising effectiveness.

The findings demonstrate that greater cognitive connectivity positively affects perceived tangibility, attitude toward the advertisement and attitude toward the brand. Additionally, the results indicated that perceived personal relevance has higher influence on envisioning service components, compared to one’s ability to connect visual cues to perceived benefits and to immediate end-goals.

This study incorporated visual stimuli limited only to financial security and social recognition. Future research should aim to examine the effects of different types of values on consumers’ elaboration process and their ability to visualize financial services.

This study extends knowledge of the means-end chain by proposing a means-end cognitive connectivity construct which influences the degree that consumers are able to mentally picture intangible service attributes. This study also provides insight that different values have different degree of influence on one’s ability to visualize service.

In order to predict the future we must examine the past in order to observe trends over periods of time and establish the degree of probability with which these trends are likely to repeat themselves in the future. All forecasts are wrong, and management must be aware of this fact and decide upon the degree of inexactitude that can be tolerated when planning for the future.