Concepedia

Ad Concept Testing

Ad Concept Testing is a research methodology within creative advertising that systematically evaluates the potential effectiveness of proposed advertising ideas by assessing their appeal, comprehension, and persuasive impact prior to full-scale production and launch.

30

Publications

1.4K

Citations

65

Authors

36

Institutions

Publications per year

2017–2026

6

Parents

Publications

30

The ad creativity cube: conceptualization and initial validation

Swee Hoon Ang, Yih Hwai Lee, Siew Meng Leong · Journal of the Academy of Marketing Science · 2007 · 183 citations

, , +12

Measuring Soft-Sell Versus Hard-Sell Advertising Appeals

Shintaro Okazaki, Barbara Mueller, Charles R. Taylor · Journal of Advertising · 2010 · 182 citations · Full text

, , +15

Using Self-Concept to Assess Advertising Effectiveness

Abhilasha Mehta · Journal of Advertising Research · 1999 · 128 citations

, , +12

Artificial Intelligence in Advertising Creativity

Demetrios Vakratsas, Xin Wang · Journal of Advertising · 2020 · 94 citations

, , +16

Advertising research: theory and practice

Choice Reviews Online · 2011 · 92 citations

, , +17

1–5 of 30

Authors

65

  1. JS
    J. Scott Armstrong

    University of Pennsylvania, United States

    2 publications · 66 citations

    2

    h-index

  2. LH
    Liselot Hudders

    Ghent University, Belgium

    1 publications · 42 citations

    1

    h-index

  3. CH
    C. H. Sandage

    1 publications · 67 citations

    1

    h-index

  4. BB
    B. Benjamin

    University of Oxford, United Kingdom

    1 publications · 22 citations

    1

    h-index

  5. JP
    James Pokrywczynski

    Marquette University, United States

    1 publications · 17 citations

    1

    h-index

1–5 of 65

Institutions

36

  1. Royal Institution of Great Britain

    London, United Kingdom

    1 h-index

    2 publications

    44 citations

  2. Villanova University

    Radnor, United States

    1 h-index

    1 publications

    182 citations

  3. University of Florida

    Gainesville, United States

    1 h-index

    1 publications

    13 citations

  4. University of Minnesota

    Minneapolis, United States

    1 h-index

    2 publications

    152 citations

  5. Marquette University

    Milwaukee, United States

    1 h-index

    1 publications

    17 citations

  6. Radboud University Nijmegen

    Nijmegen, The Netherlands

    1 h-index

    4 publications

    64 citations

  7. Harbin Institute of Technology

    Harbin, China

    1 h-index

    1 publications

    17 citations

  8. National University of Singapore

    Singapore, Singapore

    1 h-index

    3 publications

    549 citations

1–8 of 36

Venues

  1. Journal of Advertising

    5 publications · 330 citations

    5

    h-index

  2. Journal of Advertising Research

    JAR · 4 publications · 205 citations

    4

    h-index

  3. Choice Reviews Online

    CRO · 2 publications · 106 citations

    2

    h-index

  4. Journal of Brand Management

    1 publications · 48 citations

    1

    h-index

  5. Journal of Marketing Research

    1 publications · 46 citations

    1

    h-index

1–5