The Advertising Research Handbook, Second Edition
Chuck has given us an approach to marketing research, specifically ad testing, that gives us actionable results and key insights. Both are critical to our success. --John Galvin, Director, Worldwide Corporate Market Research, IntelFor nearly thirty years, researchers were centered on only two measures, recall and persuasion, without regard to how consumers were processing what they saw and heard. Copy research became a game of beating norms. Chuck has brought a fresh perspective not only in terms of how to measure reaction to advertising, but also in terms of how people process information and react emotionally to messages. He is the only person I know to step outside the world of advertising to study the world of filmmaking and then apply its principles to how people process messages. --Michael Robinson, OmnicomThe Advertising Research Handbook should be a must have for all marketers engaged in developing and managing advertising programs. Not only does it simply and easily outline the different ways in which advertising works, the different types of research for pretesting, and its ability to meet its goals, it also provides some helpful tips for strengthening advertising based on learning from a robust database. --Tim Teran, EVP, Consumer Insights & Strategy, Macy s