Pretesting Advertising with the Differential Attitude Technique

The results obtained with the advertising pretest procedure presented in this article indicate that the differential effect on readers' attitudes of print ads (and probably other types of advertising as well) can be satisfactorily measured by a fairly simple scalar technique. Thus, an ad can be...

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Bibliographic Details
Published in:Journal of marketing 1963-01, Vol.27 (1), p.20-24
Main Author: O'Neill, Harry W.
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Advertising to sales ratios
Attitudes
Business structures
Insurance industry
Life insurance
Life insurance companies
Marketing
Political attitudes
Scalars
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Summary:The results obtained with the advertising pretest procedure presented in this article indicate that the differential effect on readers' attitudes of print ads (and probably other types of advertising as well) can be satisfactorily measured by a fairly simple scalar technique. Thus, an ad can be evaluated prior to publication in terms of its impact on attitudes rather than in terms of the recall of specific aspects of the ad.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224296302700104