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| Author: | Fenwick, I. Rice, M. |
| Title: | Reliability of Continuous Measurement Copy-Testing Methods |
| Journal: | Journal of Advertising Research
1991 : FEB/MAR, VOL. 31,p.23-29 |
| Index terms: | ADVERTISING EFFECTIVENESS ADVERTISING MEDIA CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | One particular continuous measurement system, the PEAC system is discussed. It measures individuals' responses continuously while they watch advertising. The first large-scale test of the reliability of a continuous measurement copy testing system is presented. The method allows detailed diagnostics and a thorough examination of emotional response throughout the commercial. |
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