Contents

I. A shot history of TV copytesting
II. Adevertising Models
III. Reports card measures from different pre-testing system
IV. Leading audience attention
V. Four dramatic structures of emotional TV advertising
VI. Film tips branding TV Commercials
VII. Finding ideas that travel: what to look for in adevertising global brands
VIII. Five research strategies for improving advertising prductivity
IX. How to have a successful research meeting with the ad team
X. How to talk the talk