An Analysis of Real World TV Advertising Tests: A 15-Year Update
Professors Ye Hu (University of Houston), Leonard M. Lodish and Abba M. Krieger (both of Wharton School, University of Pennsylvania) were honored with the first-ever “JAR Best Paper” Award, which includes a $1500 prize, in a presentation at the Advertising Research Foundation’s (ARF) Audience Measurement AM 3.0 Conference today.
Their paper – “An Analysis of Real World TV Advertising Tests: A 15-Year Update” – (JAR volume 47, issue 3, 2007), was voted “Best Paper of 2007” by the Journal of Advertising Research Editorial Advisory Board in conjunction with ARF, in what will now be an annual award sponsored by the JAR publisher, World Advertising Research Center (WARC), in recognition of the contribution by JAR authors to furthering the industry’s knowledge of advertising research.
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ARF initiative on multicultural media
An ARF initiative on multicultural media usage aims to improve total audience measurement, by identifying survey and sampling methods that more effectively measure the growing diversity of today's audiences.
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Council Meeting – Consumer Behavior and Influencing Bottom Line
This council will explore such topics as the direct correlation of consumers’ engagement with content and consumers’ engagement with advertising and the impact on product purchasing and Engagement Mapping to allow advertisers to determine the impact across all marketing touchpoints.
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