Measuring Advertising Effectiveness

By William D. Wells | Go to book overview

II
Subtle Processing

Chapters 1 and 2, and the comments that follow them, stress differences between the academician's theoretical orientation and the practitioner's profitbased concerns. At times it seems as though the needs and values of academicians who are interested in developing a psychology and sociology of mediated persuasion and the needs and values of practitioners who are interested in measuring real-world effects are so far apart that the two groups (if they are groups) have little, if anything, in common.

The chapters and discussions in Part II present strong evidence to the contrary. Even though the three chapters in this part all describe classically "academic" experiments, they offer new ways of thinking about important profit-oriented questions. Chapter 3 asks if advertisements are effective even when the audience is inattentive. Chapter 4 asks if an advertisement's context affects its effectiveness. Chapter 5 asks if repetition enhances persuasion. To all three questions, the answer is "yes."

These chapters and the comments on them demonstrate the productivity of academician-practitioner interaction. They note potential applications and they go beyond the obvious to propose extensions. They raise important issues for both academic and applied research.

Chapter 3 is authored by Stewart Shapiro of the University of Baltimore, Susan E. Heckler of the University of Arizona, and Deborah J. MacInnis of the University of Southern California. Chapter 4 is authored by Youjae Yi of Seoul National University, Korea. Chapter 5 is authored by Sharmistha Law and Scott A. Hawkins of the University of Toronto. The comments are by Larry Percy, a former advertising agency research director who is also a textbook coauthor and an independent consultant, and by James C. Crimmins, Director of Strategic Planning and Research at DDB Needham Worldwide, a multinational advertising agency. Both Percy and Crimmins are authors of other chapters in this volume.

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