MANAGING THE CREATIVE EFFORT: PRE-PRODUCTION AND POST-PRODUCTION MEASURES OF EMOTIONAL RESPONSE 1

Although consumer research began focusing on emotional response to advertising during the 1980’s (Goodstein, Edell & Chapman Moore, 1990; Burke & Edell, 1989; Aaker, Stayman & Vezina, 1988; Holbrook & Batra, 1986), few studies have examined the possibility of using preproduction measurements to predict emotional responses to finished commercials. Research exploring the ability of preproduction stage executions to evoke emotional responses is needed to advance the advertising copy development systems (Shimp & Gresham, 1983). Major practical benefits of testing preproduction executions include the ability to evaluate and revise before spending time and money on final production; the ability to economically test a number of different strategies and executions; and more flexibility for decision making (Whitton, 1985; Lipstein & Neelankavil, 1982; Schlinger & Green, 1980; Brown & Gatty, 1967). The lack of pre-production research is due in part to the post-production orientation of copy research and the lack of reliable, and simple to administer measures of emotional response. Advertising researchers and practitioners have traditionally viewed copy testing as a method of posting scores on finished ads (Langhoff, 1955) and using the scores as “go/no go” decision makers (Leckenby & Plummer, 1983) or benchmarks for performance against competitors’

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