Concepedia

Advertisement Concept Testing

Advertisement Concept Testing is a systematic research methodology within consumer behavior studies that evaluates the perceived effectiveness, appeal, and potential market performance of proposed advertising concepts prior to full-scale development and implementation.

24

Publications

1.5K

Citations

56

Authors

36

Institutions

Publications per year

2017–2026

3

Parents

Publications

24

The ARF Copy Research Validity Project

Russell I. Haley, Allan L. Baldinger · Journal of Advertising Research · 2000 · 278 citations

, , +13

Measuring Soft-Sell Versus Hard-Sell Advertising Appeals

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

, , +15

EQ, Son of EQ, and the Reaction Profile

William D. Wells · Journal of Marketing · 1964 · 131 citations

, , +17

Memory Measures for Pretesting Advertisements: An Integrative Conceptual Framework and a Diagnostic Template

Harinarayan Krishnan, Dipankar Chakravarti · Journal of Consumer Psychology · 1999 · 114 citations

, , +16

Implementing the concept of transformational advertising

David A. Aaker, Douglas M. Stayman · Psychology and Marketing · 1992 · 99 citations

, , +9

1–5 of 24

Authors

56

  1. AL
    Allan L. Baldinger

    University of Houston, United States

    2 publications · 296 citations

    2

    h-index

  2. RI
    Russell I. Haley

    University of New Hampshire, United States

    2 publications · 296 citations

    2

    h-index

  3. WD
    William D. Wells

    Rutgers Sexual and Reproductive Health and Rights, Netherlands

    2 publications · 204 citations

    2

    h-index

  4. MW
    Mark W. Stuhlfaut

    University of Kentucky, United States

    1 publications · 19 citations

    1

    h-index

  5. RS
    Rebekka S. Palmer

    Yale University, United States

    1 publications · 16 citations

    1

    h-index

1–5 of 56

Institutions

36

  1. Rutgers Sexual and Reproductive Health and Rights

    Utrecht, Netherlands

    2 h-index

    2 publications

    204 citations

  2. University of Pittsburgh

    Pittsburgh, United States

    1 h-index

    1 publications

    19 citations

  3. Ghent University

    Ghent, Belgium

    1 h-index

    4 publications

    168 citations

  4. University College Hospital, Ibadan

    Ibadan, Nigeria

    1 h-index

    1 publications

    16 citations

  5. Universidad Autónoma de Madrid

    Madrid, Spain

    1 h-index

    1 publications

    182 citations

  6. Auckland University of Technology

    Auckland, New Zealand

    1 h-index

    1 publications

    74 citations

  7. Gallup Indian Medical Center

    Gallup, United States

    1 h-index

    1 publications

    26 citations

  8. University of Colorado Boulder

    Boulder, United States

    1 h-index

    1 publications

    114 citations

1–8 of 36

Venues

  1. Journal of Advertising Research

    JAR · 5 publications · 414 citations

    5

    h-index

  2. Journal of Marketing

    JM · 2 publications · 204 citations

    2

    h-index

  3. Electronic Commerce Research and Applications

    1 publications · 21 citations

    1

    h-index

  4. Expert Systems with Applications

    1 publications · 51 citations

    1

    h-index

  5. Psychology and Marketing

    1 publications · 99 citations

    1

    h-index

1–5