Learn About Commercial Testing

Recent Articles

Below are the 4 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

What Casablanca can teach us about conducting more effective ad research

By analyzing the emotional beats of a pivotal scene from Casablanca, the author explores how a similar approach to ad testing can help researchers improve their relationships with advertising creatives.

What can measuring brain waves tell us about an ad’s effectiveness?

Two research firms, one specializing in copy testing, the other in brain wave measurement, teamed up to examine a series of fast-food TV ads to compare and contrast findings from their respective diagnostic approaches.

How do respondent behaviors and online sample quality affect measures of ad performance?

As part of an annual tracking survey on Super Bowl advertising, Bruzzone Research conducted a research-on-research study to gauge the effects of specific survey-taking behaviors on data quality. Three behaviors were found to have a noticeable impact: speeding, straightlining answers and failing to follow instructions.

Using eye-tracking to measure the effectiveness of TV commercials

The author discusses eye-tracking technology and the Index of Cognitive Activity as a method of obtaining unbiased physiological data to better understand how viewers absorb, and how well they like, various television advertisements.