That debate was laid to rest when Don Kanter revealed results of a major study of over 300 pairs of rough and finished commercials at the 1976
Advertising Research Foundation Conference to conclude that rough treatments were testable and very adequate barometers of the impact of finished commercials.
In The experts Report on the 1997 43rd Annual
Advertising Research Foundation Conference.
Since my position as
Advertising Research Foundation President left me with little time for such a task, I turned to Colin McDonald whose earlier work had been so essential to the Effective Frequency concept.
Propaganda research during WWII trained some of the people who were later to become leaders in advertising research, including giving the
Advertising Research Foundation one of its vice presidents, Charles Ramond, who was also editor of this Journal for about 20 years - and it also gave the industry a scientific underpinning of attitude research, which led to studies by agencies such as Foote Cone, Grey ("The Study of Brand XL"), and others, proving that attitude shift and sales were empirically related.
DUNN is technical consulting director of the
Advertising Research Foundation.
In fact, the
Advertising Research Foundation commissioned a large research project to investigate the validity of frequently used copy-test measures (Haley and Baldinger, 1991).
In 1990, before publication of the Appel and Mallett papers, the
Advertising Research Foundation published a recommendation in their Guidelines Handbook that "There should be a question to screen for readership in the 'past week' for weekday newspapers and last 'four weeks' for Sunday newspapers.
