<p>ARF White Papers are valuable steps in developing new principles and guidelines. White papers are also useful for stimulating industry dialogue on critical new topics as illustrated by the series on defining Engagement. As working papers, they do no
<p><strong>Free for Members</strong><br />
ARF White Papers are free to members. For non-members, the cost is $129 per paper or $299 for all four. For the most recent titles, please see below.</p>
<p><strong>To Obtain</strong><br />
To obtain white papers, please e-mail Jill Novenstein at <a href="mailto:jill@thearf.org">jill@thearf.org</a>.</p>
<h3>On the Road to a New Effectiveness Model:<br />
Measuring Emotional Responses to Television Advertising</h3>
<p>The learning summarized in this report is based on the study of 33 television ads selected from a dozen consumer product/service categories by planning directors at AAAA’s agencies. All the campaigns were judged to have created market impact. In each category at least one ad was judged to be predominantly a “story-telling” ad and one was judged to be predominantly a product or service feature-focused ad with an argument for its value. The white paper contains five key findings, ultimately demonstrating that the story-telling ads generate effectiveness by engagement, rather than by repetition or tonnage.</p>
<h3>Measures of Engagement: Volume II </h3>
<p>Volume II is rather heavy on the measurement of engagement in brand messages, but that is a welcomed shift in focus. This area (affectionately known as copy testing) has seen little innovation in theory and measurement in the past several decades. So, we are pleased to feature a range of innovative, yet empirically tested approaches to measuring engagement in the brand message. </p>
<h3>Measures of Engagement: Volume I</h3>
<p>To further encourage constructive dialogue, experimentation with engagement measurement and robust efforts to validate the predictive potential on brand preference, brand loyalty and sales, the ARF assembled a baker’s dozen of measurement approaches.</p>
<h3>Engagement: Definitions and Anatomy</h3>
<p>It is the purpose of this white paper to engage all of us in engagement as a critical advertising paradigm to replace GRPs in the 21st century.</p></body>
2008-03-26T00:00:00-05:00
199
false
research-whitepapers
Publications
2009-07-13T11:02:45-05:00