Concepedia

Advertising Message Testing

Advertising Message Testing is a systematic evaluation method within market research that assesses the effectiveness and consumer impact of proposed advertising content prior to its broad dissemination.

97

Publications

6.4K

Citations

215

Authors

105

Institutions

Publications per year

2017–2026

20

Parents

Publications

97

Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects

Rik Pieters, Michel Wedel · Journal of Marketing · 2004 · 1K citations

, , +17

How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments

Leonard M. Lodish, Magid M. Abraham, Stuart Kalmenson et al. · Journal of Marketing Research · 1995 · 461 citations

, , +14

The ARF Copy Research Validity Project

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

, , +13

Factors Affecting the Impact of Negatively and Positively Framed Ad Messages

Baba Shiv, Julie A. Edell, John W. Payne · Journal of Consumer Research · 1997 · 225 citations

, , +17

Planning and Conducting Experimental Advertising Research and Questionnaire Design

Maggie Geuens, Patrick De Pelsmacker · Journal of Advertising · 2017 · 220 citations

, , +11

1–5 of 97

Authors

215

  1. LM
    Leonard M. Lodish

    University of Pennsylvania, United States

    3 publications · 634 citations

    3

    h-index

  2. CW
    Curt Weinstein

    Institute of Neuroimmunology of the Slovak Academy of Sciences, Slovakia

    2 publications · 58 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. GA
    Gilbert A. Churchill

    University of Wisconsin–Madison, United States

    2 publications · 75 citations

    2

    h-index

  5. RM
    Robert Moakler

    Meta (United States), United States

    2 publications · 105 citations

    2

    h-index

1–5 of 215

Institutions

105

  1. University of Pennsylvania

    Philadelphia, United States

    5 h-index

    6 publications

    558 citations

  2. University of Michigan

    Ann Arbor, United States

    3 h-index

    3 publications

    1.2K citations

  3. University of South Australia

    Adelaide, Australia

    3 h-index

    8 publications

    214 citations

  4. The New World Foundation

    New York, United States

    3 h-index

    7 publications

    167 citations

  5. Northwestern University

    Evanston, United States

    2 h-index

    3 publications

    261 citations

  6. Griffith University

    Brisbane, Australia

    2 h-index

    6 publications

    219 citations

  7. University of Illinois System

    Urbana, United States

    2 h-index

    2 publications

    42 citations

  8. Wayne State University

    Detroit, United States

    2 h-index

    2 publications

    81 citations

1–8 of 105

Venues

  1. Journal of Advertising Research

    JAR · 13 publications · 806 citations

    13

    h-index

  2. Journal of Marketing Research

    11 publications · 938 citations

    11

    h-index

  3. Journal of Marketing

    JM · 7 publications · 1.4K citations

    7

    h-index

  4. Journal of Advertising

    7 publications · 699 citations

    7

    h-index

  5. European Journal of Marketing

    EJM · 3 publications · 111 citations

    3

    h-index

1–5