‘— . -0 .. THE EFFECTS OF COLOR ON TELEVISION COMMERCIALS Thesis for the Degree of M. A. MICHIGAN STATE UNIVERSITY Sherilyn Kay Zeigler 196.6 ABSTRACT THE EFFECTS OF COLOR ON TELEVISION COMMERCIALS By Sherilyn Kay Zeigler A major question being asked in advertising agencies across the country today is: What effect does color V have on television commercials? Now that color set penetra- tion has passed the 10% mark, and network color programing will soon be 100%, television advertisers are rapidly climbing aboard the color bandwagon. It is generally assumed that color commercials are more effective than black-and-white, though evidence is scarce. The present study attempted to determine whether or not color commercials-were more effective than#blacg:and—n ~ white in four areas: ttitudes, sustained interest, recall, f‘W “ ..____.__. and perceived productvvalue. An experiment was designed to compare effects across these four variables, for ten identical pairs of black-and—white and color commercials. Subjects were students in two Introductory Advertising classes, at Michigan State University. Half of the first class saw five black-and-white commercials, and half saw the same five in color; half of the second class saw five different black-and-white commercials, and half saw the Sherilyn Kay Zeigler the same in color. Thus, the experiment was actually replicated, in order to increase generalizability. During commercial viewing, in each case, interest was measured at two points: halfway through each commercial (at thirty seconds), and immediately after it was over (at sixty seconds). Semantic Differential scales were used for responses, and the difference between the two scores was regarded as the amount of sustained interest. Immediately following viewing, subjects indicated their attitudes toward the commercials, again by means of a Semantic Differential scale. They were then asked to estimate the cost of one of the five products appear— ing in the set of commercials—from seven prices provided. Finally, recall of commercial sales points was measured— both immediately following viewing, and one week later. Respondents indicated, as well as they could remember, which sales points from given lists were in the commercials they had seen. Attitudes were not found to be more favorable toward color than toward black-and-white. Significant differences appeared for only four of the ten commercials; two of them favored color and two favored black-and—white. Attitudes toward color were found, however, to fall within a more restricted range than was true for black-and—white. Color was not found to increase favorability of attitudes Sherilyn Kay Zeigler for commercials which were ranked high in either demon— stration or emotional appeal, and it did not prove more beneficial to one product class (such as good) than to another (such as medicine). No significant differences were found between black- and—white and color for sustained interest. When, how- ever, thirty—second and sixty—second ratings were con- sidered separately (instead of in combination, as an indication of change), some commercials fared better in color and other in black-and—white—-again, without regard to product class. Color was found to enhance memorability——though not greatly. Both immediate and delayed recall scores were higher for color than for black—and—white in almost all cases, although none of the differences were significant. Products did not have a higher perceived value when shown in color than they did when shown in black—and— white; there were no significant differences in cost estimates. Generally, there was little evidence from this experi— ment to support the belief that color commercials are more effective than black-and—white. THE EFFECTS OF COLOR ON TELEVISION COMMERCIALS By Sherilyn Kay Zeigler A THESIS Submitted to Michigan State University in partial fulfillment of the requirements for the degree of MASTER OF ARTS Department of Television and Radio 1966 -ACKNOWLEDGMENTS Special thanks must be given to Dr. Kenward Atkin, Associate Professor of Advertising, Michigan State Univer- sity, for his expert counsel, helpful criticism, and continual encouragement in this work. The valuable assistance of Mr. Eugene Pomerance, Vice President and Director of Research, and Mr. John McArdle, Account Executive, both of Foote, Cone & Belding, Chicago, and the cooperation and generosity of the two who provided commercials used in the experiment: Mr. John Libberton, Vice President and Director of Commercial Production, Foote, Cone & Belding, Chicago, and Mr. Thomas Ford, Executive Television Producer, Benton & Bowles, New York, is also gratefully acknowledged. Finally, appreciation is given to the more than sixty organizations: advertisers, television networks, research corporations, and advertising agencies, who supplied information and advice; to students in the advanced course in Advertising Research, at Michigan State University, who assisted in the experiment; and to students in the Introductory Advertising classes, who served as subjects. 11 TABLE OF CONTENTS Page ACKNOWLEDGMENTS . . . . . . . . . . . . ii LIST OF TABLES . . . . . . . . . . . . v LIST OF ILLUSTRATIONS . . . . . . . . . . vi I. INTRODUCTION . . . . . . . . . . . 1 II. BASIC PROBLEM AND HYPOTHESES . . . . . 7 Problem Statement . . . . . . . . 7 Hypotheses . . . . . . . . . . . .7 Definitions . . . . . . . . . . 8 III. RELATED RESEARCH . . . . . . . . . 9 IV. METHODOLOGY . . . . . . . . . . . 11 General Research Design . . . . . . ll Sample Design . . . . . . . . ll Questionnaire Design . . . . . 12 Pretest . . . . . . . . . . . 15 Experimental Situation . . . . . . 15 Statistical and Analytic Procedure . . . 17 V. FINDINGS . . . . . . . . . . . . l9 Attitudes Toward Commercials . . . . . 19 Interest Change . . . . . . . 23 Immediate and Delayed Recall . . . . . 26 Perceived Product Value . . . . . . 31 IV. CONCLUSIONS AND RECOMMENDATIONS . . . . 35 Attitudes Toward Commercials . . . . . 35 Interest . . . . . . . . . . . 36 Recall O O O O O O O O O O O Q 39 Perceived Value . . . . . . . . . 39 Summary . . . . . . . . . . . . A0 Future Research . . . . . . . . . A2 FOOTNOTES . . . . . . . . . . . . . . A3 BIBLIOGRAPHY . .p . . . . . . . . . . . “5 APPENDIX A: APPENDIX B: APPENDIX C: APPENDIX D: Page QUESTIONNAIRES . . . . . . . . 51 COLOR COMMERCIAL COSTS, PROGRAM AND COMMERCIAL EFFECTIVENESS, LIST OF ADVERTISERS . . . . . . . . . 70 TIME INVOLVED IN COLOR COMMERCIAL PRODUCTION . . . . . . . . . 83 COLOR SET PENETRATION, MARKETS, FACILI- TIES,PROGRAMING, AUDIENCE DEMOGRAPHICS . . . . . . . . 85 iv Table 1. LIST OF TABLES Page Semantic Differential Means for Interest During Commercials . . . . . . . . 27 Mean Scores for Difference Between Immediate and Delayed Recall of Commercial Sales Points . .. . . . . . . . . . . 32 Figure 1. LIST OF ILLUSTRATIONS Comparison of Semantic Differential Means for Attitudes Toward Black—and—White and Color Commercials . . . . . . . Comparison of Semantic Differential Means for Interest Change During Black-and- White and Color Commercials . . . . Comparison of Mean Accuracy Scores for Immediate Recall of Commercial Sales POints 0 9 O O O O O O O O O 0 Comparison of Mean Accuracy Scores for Delayed Recall of Commercial Sales Points . . . . . . . . . . . . Comparison of Frequency of Cost Estimates of Sunbeam Electric Toothbrush After Viewing of Commercial . . . . . . . Comparison of Frequency of Cost Estimates of Johnson‘s Klear Floor Wax After Viewing of Commercial . . . . . . . vi Page 20 2A 28 30 33 3A I. INTRODUCTION Sunday evening, December 20, 196“, made television history. From nine o'clock to ten o'clock p.m., Eastern Standard Time, all three networks were transmitting in color. Since then, the spectacle has become almost common- place, and predictions for the 1966-67 season suggest close to one-hundred per cent network color programing. Television advertisers, anxious to join the color stampede, are flooding production houses with rush orders. The range of TV color-sold products has extended to almost every major brand—-from Alka Seltzer through Zerex; and yet, many questions still are raised: Does color make §l_ commercials more effective? Or are there occasions when black—and-white may be just as good—-or better? Does "interest in" or "liking for" a particular color commercial, as opposed to one in black-and—white, necessarily insure its greater memorability? Advertisers and their agencies have drawn a number of inferences from existing data on color commercial effectiveness. For example: 1. PeOple's attitudes toward color commercials are always more favorable than they are toward black-and-white, regardless of product, because color commercials are simple better liked. 2. Any commercial in color has a higher interest, and communicates more memorably than the same commercial in black-and—white. 3. None of the headache, neuritis, neuralgia—type of commercials will benefit from color, while all food commercials will be greatly enhanced. A. Product demonstration commercials and animation will gain the most from use of color.1 The following study was an attempt to shed some light on the validity of such inferences. An experiment was designed to compare the effects of color versus black-and-white across four variables: attitudes, interest, recall, and perception of value. Foote, Cone & Belding Advertising Agency, in Chicago, and Benton & Bowles Advertising Agency, in New York, provided the writer with identical COpies of sixty—second commercials in color and black-and-white. Students in two Introductory Advertising classes at Michigan State University served as subjects. Interest in the commercials during viewing was measured and compared between black-and-white and color groups. Attitudes toward the commercials immediately following viewing were similarly measured and compared, as were estimates of the cost of selected products shown in the commercials. Finally, recall of commercial sales points was measured and compared, both immediately after viewing, and one week later. Products in the commercials studied represented four major categories: food, drugs, small electrical appliances, and general household products. Actual commercial presentations were also varied; some dealt entirely with product demonstration-~a factual approach-- while others never showed the product in u§§_at all, but relied on an emotional appeal. It was possible, therefore, to study the effects of color across a variety of consumer goods and commercial'techniques. Background A survey was made during the fall of 1965, to determine current opinions on the advantages and dis- advantages of color television commercials. 230 letters were sent to advertisers, television networks, research organizations, and advertising agencies; 130 replies were received (almost fifty-seven per cent). A listing of sources supplying usable responses appears in the bibliography. Advertisers and agency personnel (creative directors, media and commercial production directors, and research directors) agreed almost unanimously on three major problems regarding color commercials: cost, time required for processing, and limited color TV set penetration. Color commercials are generally between fifteen per cent (for animation--requiring film and lab costs only) to thirty—three per cent (for elaborate live action, Special effects, special settings) more expensive than black—and-white commercials.2 Because of the greater audience enjoyed by color programs and commercials, however, actual cost—per-thousand is often less for a color than for a black-and—white commercial.3 Then, too, when media costs are added, and when costs are figured on a thirteen—week basis, for example, the additional cost for color over black—and-white has been found to average only one per cent.)4 Despite actual processing costs, therefore, in 1965, virtually all of the nation's top 100 television advertisers used color.5 A color commercial cost breakdown, results of studies dealing with color program and commercial effectiveness, and a listing of colOr television advertisers can be found in Appendix B. Similarly, the additional time required to process a color commercial is now a maximum of twelve days. (See Appendix C). It seems likely, also, that with increased facilities in the near future, production houses will be able to meet even tighter deadlines, without sacrificing quality. In 1965, CBS—TV President John Schneider publicly proclaimed: "The color-set explosion is under way." Nearly twice as many color sets (almost 2,800,000) were 6 sold that year as in all previous years combined. Color set penetration is now over eleven per cent, and is predicted to reach forty per cent by 1970. (See Appendix D). Thus, even this third problem is rapidly decreasing in magnitude. The top fifty color TV markets cover all parts of the country, station color facilities are increasing rapidly in quantity, and color television programing has increased 379 per cent in the last five years. Color TV audiences, likewise, have already begun to cut across educational and occupational lines. (The top fifty markets, station facilities, color programing hours by years, and color TV audience demographics are also in Appendix D). Significance of Study Because of the increasing importance of color in television commercials, advertisers are demanding that studies be made regarding the impact of color as opposed to black-and-white, across a number of product categories and commercial types. Knowledge of effects in these areas is extremely limited. With the tremendous number of commercials currently being televised, advertisers are constantly vying for the viewer's interest; and, they are anxious to know whether the use of gglgr_holds and/or increases that interest better than black-and-white. Likewise, they are asking whether the color factor might increase favorability of attitudes toward commercials—-and, hence, toward the products themselves. Memorability of commercial sales points has long been deemed desirable. . .and color is thought to make more lasting impressions than black-and—white. If this is true, perhaps more sales points can be incorporated into a color commercial, without any loss in effectiveness. Finally, there is a need for knowledge of color's effect on product value--or, in the consumer's terms, cost. If color influences perceived product values, in a value-oriented society, it may well affect sales potential. II. BASIC PROBLEM AND HYPOTHESES Problem Statement In the areas of attitudes, sustained interest, recall, and perceived product value, which television commercials are more effective: those in color, or those in black-and- white? Hypotheses Because color commercials are still considered "novel" and impressive, attitudes toward them will be more favorable than attitudes toward black-and-white commercials. Because color commercials provide more visual variety than black-and-white commercials, interest change will be greater during color than during black-and-white commercials. Because color commercials are more realistic than black-and—white commercials, both immediate and delayed recall of sales points will be greater after color than after black—and—white commercials. Because color commercials are regarded as higher quality commercials than black—and—white, products will have a higher perceived value when shown in color than when shown in black-and-white. Definitions Attitudes are defined as responses made on an adaptation of Osgood's Semantic Differential, using the Evaluative dimension only (GOOD/BAD). Interest change is defined as the difference between two points of measurement: halfway through each commercial, and immediately after it was over. At both times, responses were again indicated through use of the Semantic Differential, Evaluative dimension only (INTERESTING/DULL). Immediate recall is defined as the number of correct indications of sales points which did and did not appear in each commercial: responses were made immediately following commercial viewing. Delayed recall is defined as the number of correct indications of sales points which did and did not appear in each commercial: but responses this time were made one week after commercial viewing. Perceived product value is defined as the cost estimate of the product involved. III. RELATED RESEARCH Although color television commercials have been produced for more than a decade, research dealing with the effects of color, as Opposed to black-and—white, commercials, is scarce. In the first such comparison study made, Schwerin found that sensory appeal products (food) benefited more from color than did others.7 While a number of different products were represented, however, the literature does not state whether or not actual commercial presentations were varied (for example: high-demonstration versus low-demonstra— tion, or high-emotional—appeal versus low-emotional appeal). Lucas and Britt point out that the decision to use color must take into account the actual advertising message, as well as the product.8 Similarly, VanderMeer, in a study of color versus black-and-white instructional films, found that subject matter was a factor just as important, if not more important, than the color factor, when it came to film preference.9 In May, 1960, Burke Marketing Research, in a study for the Crosley Broadcasting Corporation, found that a greater share of color TV viewers, as compared to black- and-white viewers, recalled seeing commercials (during selected test programs).10 The same findings were claimed by NBC in its 1961 Impact Study.11 No attempt was made, 9 10 however, to determine attitudes toward commercials, or the actual amount of interest created during commercial viewing. Edith Brandt notes that color serves as a condition of vividness, and thus contributes to the memory value of items on which it is used. Hotchkiss and Franken found color advertisements thirteen per cent better than black-and-white advertisements for memory-value, as tested by the recognition method.l2 Finally, in an April, 1965, summary of past research, Schwerin reported that recall of sales ideas was increased eleven per cent by color.13 He did not, however, present any evidence regarding memory of commercial details over an extended period of time. VanderMeer found that the control of color in instructional films was related more to retention of learning than to immediate acquisition of material.1u Lucas and Britt likewise point out that the realism of color, its intensity, and its pleasant effect, all aid in retention and in later recall.15 IV. METHODOLOGY General Research Design Because of the noted shortcomings of previous research in this area, and because the objectives of this study required manipulation of variables, an experimental design was selected. To satisfy claims of internal validity, an experimental group-control group design, with randomized subjects, was used; and the experiment was replicated, so that generalizability might be increased. Sample Design Subjects for the experiment were male and female students enrolled in two sections of the beginning course ~in advertising, at Michigan State University. Students in each class were randomly assigned to two treatments: one black-and—white, and one color. Ten pairs of commercials (identical black-and-white and color copies) were then randomly assigned to the two classes; and the black-and-white and color sets (five commercials in each set) were randomly assigned to the groups. Thus, half of the first class saw five black-and— white commercials, and half saw the same commercials in color. Half of the second class saw five different black- ll l2 and-white commercials, and half saw the same in color. The actual commercials, in the order in which they appeared on the reels, were as follows: FIRST CLASS Post Grape Nuts commercial Pepto Bismol commercial Sunbeam Electric Toothbrush commercial Kleenex Facial Tissue commercial Beechnut 5 Mint Chewing Gum commercial SECOND CLASS Johnson's Klear Floor Wax commercial Kraft English Toffee commercial Post Alpha Bits commercial Sunbeam Electric Knife commercial Gravy Train Dog Food commercial Eighty-three students in the first class participated; eighty-one usable questionnaires were obtained. Seventy—six students in the second class participated; seventy-four usable questionnaires were obtained. Questionnaire Design Since each subject completed two questionnaires—- one immediately after he saw the commercials, and one a week later--his name and address were requested, for matching purposes. Respondents were classified, according to the set of commercials which they saw, and according to the color or black-and-white medium employed. 13 Semantic Differential scales were used to measure attitudes toward commercials. The primary aim of research in the field of communication is the explanation and prediction of human behavior.16 The ultimate purpose of advertising is to develop attitudes (or "predispositions to act"), and to induce action beneficial to the advertiser (usually the sale of a product or service).17 In order to explain and predict an individual's buying decision, therefore, the communication researcher must focus on the direction and intensity of attitudes, both of which can be measured with a Semantic Differential scale. Similarly, interest in the commercials shown was indicated by means of a Semantic Differential scale-- administered once at the halfway point of each commercial, and once when each was over. In this way, interest change over the sixty-second period could be recognized. Interest in advertising copy is frequently reflected by "continued favorable attention"—-and is usually required, if the advertising message is to be conveyed.18 The degree of interest which an individual has in a television commercial, for example, affects the extent to which he will learn and retain the information presented.19 Accuracy of recall was measured through subjects' indication of sales points which they were sure gig and ggg_ggg appear in the commercials which they saw. Students in the advanced course in Advertising Research, at Michigan 1A State University, served as a panel of judges to determine the major sales points of each commercial. Additional sales points, which were £93 in the commercials presented, were selected from advertising campaigns of competing products. Eight statements were listed on the questionnaire for each commercial, though not more than five, nor less than three, actually appeared in each commercial used in the experiment. (The order in which statements were listed was determined randomly). Advertisers frequently accept the theory that an advertisement (or commercial) which fares well on a "memory" test will be remembered in such a way as to further the sale of the product or service advertised.2O Perception of product value was measured for one product in each set of commercials: the Sunbeam Electric Toothbrush, and Johnson's Klear Floor Wax. Respondents were asked, after viewing the commercials, to estimate the cost of one or the other of these products; seven possible prices were provided. Because there is a certain amount of bias in perception, introduced by an individual's expectations and system of values, it was felt that the color and black-and-white media might affect the estimate 21 of cost in this instance. Since viewers are beginning to react negatively to black-and-white commercials which appear in color programs, there appears to be a certain amount of "quality" associated with a color commercial.22 15 COpies of the questionnaire used for each set of commercials are in Appendix A. Pretest Questionnaires were pretested on a class of Television & Radio Advertising students. Recall questions answered incorrectly by more than forty per cent of the respondents were reworded; also, the original plan for indicating interest in the commercials at the twenty-second, forty- second, and sixty-second points, was revised (since too much of the message was lost in the process) to thirty- seconds, and sixty-seconds. Experimental Situation The first part of the experiment was conducted on May 9, 1966. Subjects in the first class involved were divided randomly into two groups-—one of which left the room for approximately twenty-five minutes. The remaining subjects filled in the first page-and-a—half of their questionnaires (see first questionnaire, Appendix A). Five sixty-second, black-and-white commercials were then shown, with "breaks" every thirty seconds; at these points, respondents indicated their interest in the commercial then being shown, or just over (second page of questionnaire). After all commercials had been seen once, subjects indicated their attitudes toward them, and estimated the 16 cost of the Sunbeam Electric Toothbrush (third page of questionnaire). Respondents were then instructed to proceed through the recall questions (fourth and fifth pages). When the questionnaires had been collected, the first group of subjects was dismissed, and the procedure was repeated with the second group. The only difference this time was in the use of £3193 commercials instead of black-and—white; the actual copy was identical. The entire experiment described above was replicated twenty minutes later with a second class. Only two changes were made: the first group in this case saw commercials in color, and the second group saw them in black-and-white; also, the commercials shown were different than those seen by the first class. . .and the cost estimate was for Johnson's Klear Floor Wax (see second questionnaire, Appendix A). One week later, on May 16th, subjects in both classes, from both the black—and-white and color groups, filled out a second questionnaire (see Appendix A). It was different from the first in length only; no commercials were shown, so there was no reason to measure attitudes toward them, or interest in them during viewing. The recall questions, however, were pertinent to the study; this was the measure of "delayed" as opposed to "immediate" recall. Hovland, Janis, Kelley point out 17 that an individual's rate of forgetting of content tends to be very rapid immediately after learning occurs. It begins to level off, however, after approximately seven days--hence, the one-week delay before remeasuring.23 According to Gallup & Robinson, the major challenge facing advertisers today is to determine whether the current creative premium associated with the use of color is "lasting" or temporary (resulting only from a heightened interest in color per se).2u Statistical and Analytic Procedure fivv‘ fiv—Vw—v—fiww With the assumption of interval data (Semantic Differential scales), and an interest in the difference between means in the black-and—white and color groups, data for attitudes toward commercials was analyzed using a simple randomized analysis of variance. T tests were computed for interest change, and recall. In order to make all results which were indicative of increase (that is, an increase in interest, or an increase in the accuracy of recall scores) appear as positive numbers, the interest and recall scores were treated as follows: 1. Interest ratings made at sixty seconds were subtracted from those made at thirty seconds. The Semantic Differential scales ran from "1" (VERY GOOD) to "7" (VERY BAD); thus, a higher 18 (less favorable) score at sixty seconds subtracted from a 13333 (more favorable) score at thirty seconds yielded a negative result, and the reverse, a positive result. 2. Recall accuracy scores (number of correct responses) made immediately after the commercials were shown were subtracted from those made one week later; 333;; correct responses the second time, therefore, yielded a negative result. and mg£g_correct responses the second time yielded a positive result. It shOuld be noted, however, that immediate and delayed recall scores were analyzed separately also, whereas thirty—second and sixty-second interest ratings were not. (In the latter case, the objective was to determine differences in interest change during the one-minute period). The frequency data acquired from independent estimates of cost ("product value") was analyzed using a chi square test. An arbitrary dichotomy was made: in each case, the three lowest prices formed the first cell, and the four highest prices, the second cell. V. FINDINGS AttitudesToward Commercials Attitudes are 322 always more favorable toward color commercials than they are toward black—and-white. Significant attitudinal differences were found for only 3223 of the ten commercials; and only 333 of the four favored color: Post Grape Nuts (p>.01), and Pepto Bismol (p>.03). In the other two instances, attitudes toward the black-and-white commercials were actually more favorable than they were toward the color versions: Sumbeam Electric Toothbrush (p>.05), and Sunbeam Electric Knife (p>.09). See Figure 1. These findings are in direct contrast to one of the popularly held beliefs cited earlier. If "liking" a commercial is considered to be the same as "having a favorable attitude toward" it, color commercials are 222 "simply better liked" across all product categories. Direction and intensity of attitudes in this case were measured on the Evaluative (GOOD/BAD) dimension of the Semantic Differential; "favorable attitudes" were indicated by VERY GOOD, GOOD, and SLIGHTLY GOOD, l'unfavorable attitudes" by VERY BAD, BAD, and SLIGHTLY BAD, and neither favorable nor unfavorable attitudes by NEUTRAL. When 19 20 FIGURE 1 COMPARISON OF SEMANTIC DIFFERENTIAL MEANS FOR ATTITUDES TOWARD BLACK-AND-WHITE AND COLOR COMMERCIALS m COMMERCIAL B/W COLOR F ALPHA Post Grape Nuts 3.29 2.58 6.A2 .01 Pepto Bismol A.95 A.22 A.88 .03 Sunbeam Electric Toothbrush 2.71 3.35 A.0A .05 Kleenex Facial Tissue 1.90 1.75 0.A7 NS Beechnut 5 Mint Chewing Gum 2.39 2.15 0.51 NS Johnson's Klear Floor Wax 2.71 2.53 0.A5 NS Kraft English Toffee 3.58 3.61 0.01 NS Post Alpha Bits 2.58 2.61 0.01 NS Sunbeam Electric Knife 1.92. 2.A2 3.16 .09 Gravy Train Dog Food 1.53 1.A7 0.12 NS GOOD slag POST GRAPE NUTS PEPTO BISMOL SUNBEAM ELECTRIC TOOTHBRUSH KLEENEX FACIAL TISSUE BEECHNUT 5 MINT CHEWING GUM JOHNSON'S KLEAR FLOOR WAX KRAFT ENGLISH TOFFEE POST ALPHA BITS SUNBEAM ELECTRIC KNIFE GRAVY TRAIN DOG FOOD Black-and-White - Color I'- — — “'- 21 scores were analyzed individually, attitudes toward color commercials did fall within a more restricted range than was true for black-and-white commercials. In only two of the ten cases, 2312; vieWers used mg£g_8emantic Differential spaces to indicate attitudes than did black-and-white viewers.* In three instances, black-and-white and color groups used the ggmg_number of spaces;** and for the other five commercials, black-and- whitg_viewers used mg§g_spaces than did color viewers.*** The spaces most frequently omitted were at the extremes, and in the middle: VERY GOOD, VERY BAD, and NEUTRAL. Another belief mentioned was that food commercials benefit from color, while headache-neuritis-neuralgia remedies do not. Here, while attitudes wg§g_more favorable toward color for Post Grape Nuts, there were 33 significant differences between color and black-and-white for Post Alpha Bits or Kraft English Toffee. On the other hand, Pepto Bismol was more effective in color, even though it could easily be classed with the headache—neuritis- neuralgia—type of product. Finally, it appears that the nature of the actual commercial presentation (as well as the product itself) affects the degree to which color increases effectiveness. *Post Alpha Bits and Sunbeam Electric Knife. **Pepto Bismol, Kraft English Toffee, and Gravey Train Dog FOOdo s ***Post Grape Nuts, Sunbeam Electric Toothbrush, Kleenex Facial Tissue, Beechnut 5 Mint Chewing Gum, and Johnson's Klear Floor Wax. 22 Students in the advanced course in Advertising Research, at Michigan State University, served at one point as a panel of judges, to rank the ten commercials in the experiment, according to "amount of demonstration used," and "amount of emotional appeal present." Results placed the Sunbeam Electric Toothbrush and Sunbeam Electric Knife commercials highest in demonstration: RANKINGS OF COMMERCIALS ACCORDING TO DEMONSTRATION AND EMOTION DEMONSTRATION Sunbeam Electric Knife (VERY HIGH DEMONSTRATION) Sunbeam Electric Toothbrush Kleenex Facial Tissue Gravy Train Dog Food Pepto Bismol Post Alpha Bits Post Grape Nuts Beechnut 5 Mint Chewing Gum Johnson's Klear Floor Wax Kraft English Toffee (VERY LOW DEMONSTRATION) EMOTION Gravy Train Dog Food (VERY HIGH EMOTION) Beechnut 5 Mint Chewing Gum Kleenex Facial Tissue Post Alpha Bits Sunbeam Electric Tootbrush Post Grape Nuts Sunbeam Electric Knife Kraft English Toffee Pepto Bismol Johnson's Klear Floor Wax (VERY LOW EMOTION) Again, contrary to the belief cited earlier, the use of color did not increase favorability of attitudes toward demonstration commercials (and, in fact, decreased 23 it, when compared with black—and—white). For the only animated commercial (Kleenex Facial Tissue), there were no significant differences in attitudes between black— and—white and color groups. Likewise, as can be seen above, attitudes toward commercials with a high emotional appeal were not affected by the addition of color. Interest Change No significant differences in interest change were found between black—and—white and color comercials. That is, the change between the Semantic Differential interest rating (INTERESTING/DULL) made halfway through each commercial, and the one made immediately after the commercial was over, were not significantly different between black-and-white and color groups, for any of the ten commercials. See Figure 2. It appears, however, that color has at least a limited effect on the extent of interest change during commercial viewing; for eight of the ten commercials studied, the change between thirty—seconds and sixty— seconds was a more favorable change for the color commercial than it was for the black-and-white counterpart. On the one hand, for the Post Grape Nuts, Johnson's Klear Floor Wax, and Post Alpha Bits cOmmercials, the change was negative (from interesting to dull) for both groups, but lass negative for color. 0n the other hand, for Pepto Bismol, Sunbeam Electric Toothbrush, Sunbeam 2A FIGURE 2 COMPARISON OF SEMANTIC DIFFERENTIAL MEANS FOR INTEREST CHANGE DURING BLACK—AND-WHITE AND COLOR COMMERCIALS -_ __- *— fl COMMERCIAL B/W COLOR T ALPHA Post Grape Nuts -0.71 -0.70 -0.0A NS Pepto Bismol 1.39, 1.55 —0.92 NS Sunbeam Electric Toothbrush 0.27 0.55 -l.22 NS Kleenex Facial Tissue 0.27 0.20 0.A2 NS Beechnut 5 Mint Chewing Gum —0.A6 -0.52 0.29 NS Johnson's Klear Floor Wax -0.16 -0.1A -0.08 NS Kraft English Toffee —0.08 0.06 -0.77 NS Post Alpha Bits -0.2A -O.1A —O.A7 NS Sunbeam Electric Knife 0.2A 0.39 —0.99 NS Gravy Train Dog Food 0.53 0.72 -0.79 NS NEGATIVE NO CHANGE POSITIVE POST GRAPE NUTS L I l l J I I \\l\ I \ \ \ PEPTO BISMOL I I I I“~. LA I“ I I /’ ' /[/ SUNBEAM ELECTRIC TOOTHBRUSH i I i ii I 1 KLEENEx FACIAL TISSUE . . I/A I l I | T I //’ BEECHNUT 5 MINT CHEWING GUM l I /' I l l r1 1 \\\ l I I JOHNSON'S KLEAR FLOOR WAX i I I 4 A KRAFT ENGLISH TOFFEE i I ?_ l 1 // POST ALPHA BITS l I [I l J h l \l I I \\ SUNBEAM ELECTRIC KNIFE I I l I l r r I \ I I \\ GRAVY TRAIN DOG FOOD I I l \ I I FT 1 l I l —2 —l O 2 Black-and-White = 25 Electric Knife, and Gravy Train Dog Food, the change was positive (from dull to interesting) in both cases, but 9222 positive for color. Finally, for Kraft English Toffee, the change was actually negative for black-and—white, and positive for color. The only two cases which deviated from this pattern were the Kleenex Facial Tissue and Beechnut 5 Mint Chewing Gum commercials (for which interest change was more positive and less negative respectively, for black—and-white). The notion that food comercials benefit from color while headache—neuritis-neuralgia commercials do not is here again thrown open to question. Pepto Bismol, as Hill a§_the three food commercials (Post Grape Nuts, Post Alpha Bits, and Kraft English Toffee) had a more favorable interest change when viewed in color. It is interesting to note that the five commercials which claimed an increase in interest (positive score) between the thirty-second and sixty-second points, regardless of the black-and—white or color medium employed, were the five rated highest on demonstration. "Interest" seems to be more closely related to demonstration comercials than does "attitude." If interest ratings are considered separately (instead of in combination, as an indication of change), it can clearly be seen that all commercials do not have a 26 higher interest in color than they do in black—andehite. Though they were not computed as part of this study, there gp_appear to be significant differences: 1. 92123 produced higher interest ratings for the Post Grape Nuts, Pepto Bismol, Johnson's Klear Floor Wax, and Post Alpha Bits commercials. 2. Black-and-white produced higher interest ratings for the Sunbeam Electric Knife and Kraft English Toffee commercials. See Table 1. These findings give further support to the idea that actual commercial presentations must be examined in detail. It is not sufficient to consider merely the products themselves; Post Grape Nuts and Post Alpha Bits—— both "food" commercials--scored higher interest ratings in color, while Kraft English Toffee--another "food" commercial--scored higher in black-and—white. Immediate and Delayed Recall Color dpgs enhance memorability-—though not greatly. Immediate recall £9193 scores were higher than black—and- white scores for eight of the ten commercials tested (Sign Test: p>.06). Only two of the black-and-white/color pair differences, however, were significant in favor of color: Post Alpha Bits (p>.01), and Sunbeam Electric Knife (p>.02). See Figure 3. 27 TABLE I SEMANTIC DIFFERENTIAL MEANS FOR INTEREST DURING COMMERCIALS 1—r 1'— COMMERCIAL 30 SECONDS 60 SECONDS B/W 3.24 3.AA Post Grape Nuts COLOR 2.u7 2,38 B/W 5.05 A.88 Pepto Bismol COLOR 4,25 3.95 B/W 2.88 3.00 Sunbeam Electric Toothbrush COLOR 2.97 3.33 B/W 1.5A 1.71 Kleenex Facial Tissue COLOR 1.A0 1,63 B/W 2.A6 2.37 Beechnut 5 Mint Chewing Gum Color 1.83 1.83 Johnson's Klear Floor Wax B/W 2'68 2.71 COLOR 2.06 2.19 E/w 3.39 3.16 Kraft English Toffee COLOR 4.00 3.25 Post Alpha Bits B/w 3.u5 3.u2 COLOR 2.86 2.33 Sunbeam Electric Knife B/W 2'00 1.89 COLOR 2.81 2.A2 Gravy Train Dog Food B/W 1'63 l.A2 COLOR 1.50 1.25 \ j— 28 FIGURE 3 COMPARISON OF MEAN ACCURACY SCORES FOR IMMEDIATE RECALL OF COMMERCIAL SALES POINTS u. COMMERCIAL B/W COLOR T ALPHA Post Grape Nuts A.78 5.12 -l.29 NS Pepto Bismol 5.36 5.32 0.12 NS Sunbeam Electric Toothbrush 5.66 5.98 -0.93 NS Kleenex Facial Tissue A.73 5.20 -1.50 NS Beechnut 5 Mint Chewing Gum 5.20 5.32 -0.33, NS Johnson's Klear Floor Wax 5.26 5.67 -l.5A NS Kraft English Toffee 5.A7 5.22 0.63 NS Post Alpha Bits A.8A 5.86 -2.98 .01 Sunbeam Electric Knife 5.10 5.72 —2.50 .02 Gravy Train Dog Food 5.A7 5.56 -0.22 NS POST GRAPE NUTS ° CK \ \ PEPTO BISMOL ,. \ \ \ SUNBEAM ELECTRIC TOOTHBRUSH j,./;° // / O KLEENEX FACIAL TISSUE RT’ \ BEECHNUT 5 MINT CHEWING GUM ' \K\\ \\D JOHNSON'S KLEAR FLOOR WAX ' /,/ KRAFT ENGLISH TOFFEE ' \: \\ \\ POST ALPHA BITS - 7p SUNBEAM ELECTRIC KNIFE . ,f{ /' GRAVY TRAIN DOG FOOD I 1, V'fg L A. 5.0 5.5 6.0 Color =--— — — Black—and-White = ACCURACY SCORES 29 Delayed recall color scores were higher than black— and-white in pig: of the ten cases (Sign Test: p>.02). This time, however, only pp; pair difference was significant in favor of color: Post Alpha Bits (p>.02). See Figure A. There is an indication, therefore, that color does make a more lasting impression than black-and-white, and hence, that color viewers are able to recall more commercial sales points than black-and-white viewers. Significant differences, however, were found in only two cases immediately following viewing, and in only one case a week later; it is questionable, therefore, that gpy. significant findings would have been made if the test had been administered a third time. A total of eighty different recall questions were asked (eight for each of the ten commercials). Because of the variety of products represented, however, only one Exp: of question recurred with any frequency——that related to pgsp. There were a total of eight cost questions. At the immediate recall stage, a comparison was made between the percentage of color and black-and-white viewers who answered the cost questions correctly. The difference favored the color group on only four of the eight questions. At the delayed recall stage, however, the same comparison was made; and here there was an interesting finding. A11 eight cost questions were remembered by a greater percentage of color viewers than black-and-white viewers. 30 FIGURE A COMPARISON OF MEAN ACCURACY SCORES FOR DELAYED RECALL OF COMMERCIAL SALES POINTS COMMERCIAL B/W COLOR T ALPHA Post Grape Nuts A.36 A.72 -1.00 NS Pepto Bismol A.88 A.88 0.00 NS Sunbeam Electric Toothbrush A.63 5.02 -1.09 NS Kleenex Facial Tissue A.58 A.80 -0.61 NS Beechnut 5 Mint Chewing Gum A.58 A.60 -0.0A NS~ Johnson's Klear Floor Wax 5.00 5.28 -0.09 NS Kraft English Toffee A.7l A.75 —0.11 NS Post Alpha Bits A.A5 5.A2 -2.58 .02 Sunbeam Electric Knife A.79 5.30 -1.81 NS Gravy Train Dog Food 5.03 5.05 —1.26 NS POST GRAPE NUTS PEPTO BISMOL SUNBEAM ELECTRIC TOOTHBRUSH KLEENEX FACIAL TISSUE BEECHNUT 5 MINT CHEWING GUM JOHNSON'S KLEAR FLOOR WAX )9 KRAFT ENGLISH TOFFEE \\\ POST ALPHA BITS I}? / SUNBEAM ELECTRIC KNIFE /5 / GRAVY TRAIN DOG FOOD %‘ % I I Color ---—-—~—— “-0 A.5 5.0 5.5 BlackcanduWhite - ACCURACY_SCORES 31 For each of the ten commercials, in both black-and- white and color groups, fewer sales points were remembered after a week's time than had been true immediately following commercial viewing. The extent of "forgetting" differed slightly between groups, but the differences were not significant. See Table 2. Perceived Producthalue Products did 332 have a higher perceived value when shown in color than they did when shown in black-and-white. No difference was found between black—and-white and color cost estimates of the "expensive" product tested (Sunbeam Electric Toothbrush). See Figure 5. For the "inexpensive" product tested (Johnson's Klear Floor Wax), 2219p estimates were significantly lpggp_than black-and-white estimates (Chi Square: p>.03). See Figure 6. Color apparently did app appear as a "quality" factor affecting viewers' judgments of product value. Seven cost estimates were provided for each product; respondents selected one. The dichotomy made for purposes of the Chi Square Test (three lowest estimates in one cell, and four highest in the other) was arbitrary; a Kolmogorov—Smirnov test, however, which treated each price category individually, produced results similar to the above, though the significance found was not quite at the .03 level. 32 TABLE 2 MEAN SCORES FOR DIFFERENCE BETWEEN IMMEDIATE AND DELAYED RECALL OF COMMERCIAL SALES POINTS. M COMMERCIAL B/W COLOR T ALPHA Post Grape Nuts -0.A1 -0.A0 -0.0A NS Pepto Bismol -0.A9 -O.A5 -O.l2 NS Sunbeam Electric Toothbrush -1.02 -0.95 -0.2A NS Kleenex Facial Tissue -0.15 -0.A0 0.85 NS Beechnut 5 Mint Chewing Gum -0.61 -0.72 0.35 NS Johnson's Klear Floor Wax -0.26 -0.39 0.51 NS Kraft English Toffee -0.76 -0.A7 -0.90 NS Post Alpha Bits —O.39 -O.AA 0.15 NS Sunbeam Electric Knife -0.32 -0.A2 0.3A NS Gravy Train Dog Food -0.A5 —0.06 -1.10 NS 33 FIGURE 5 COMPARISON OF FREQUENCY OF COST ESTIMATES OF SUNBEAM ELECTRIC TOOTHBRUSH AFTER VIEWING OF COMMERCIAL $9.95 $11.95 $13.95 $15-95 f$l7.95 v$l9:95 $21.95 B/W 7 9 6 10 3 5 l COLOR 2 9 9 11 A 5 0 CHI SQUARE ALPHA_ 0.109 NS $9.95 $11.95 $13.95 $15-95 $17.95 CoSt Estimates $19.95 $21.95 'l 2 3 u 5 6 7 8 9 10 11 FREQUENCY B1ack—and—White[::::::j ColorfIZZZZIEfl 3A FIGURE 6 COMPARISON OF FREQUENCY OF COST ESTIMATES OF JOHNSON'S KLEAR FLOOR WAX AFTER VIEWING OF COMMERCIAL $.59 $.79 $.98 $1.19 $1.39 $1.59 $1.79 T B/W 1 2 2 8 1A 8 3 COLOR 0 6 7 A 9 A 3 CHI SQUARE ALPHA 5.291 .03 Cost Estimates 9 0 FREQUENCY Black-and-Whitd: Color1777777771 VI. CONCLUSIONS AND RECOMMENDATIONS There is little evidence from this experiment to support the belief that color commercials are more effective than black-and-white. Few significant differences were found in any of the four areas studied: attitudes, interest, recall, and perceived value. Furthermore, pp_ commercial benefited from color in more than two areas. In one case, attitudes were more favorable toward color, and interest was greater, but recall was not affected. In another, interest ratings were higher for color, but neither attitudes nor recall were affected; and in still another, color improved recall, but did nothing for attitudes or interest. Finally, neither the nature of the product (such as "food"), nor the type of commercial presentation (such as "animation") did much to insure added commercial effectiveness through use of color. Attitudes Toward Commercials Significant attitudinal differences between color and black-and—white were found for only four of the ten commercials tested; two favored color, and two favored black-and—white. Hypothesis #1 was not supported. 35 36 Apparently, color did not make enough of an impression on viewers to influence their attitudes. One of the products which was more responsive to color in this case was Pepto Bismol--a drug-—popular1y believed to stand no chance of gaining anything from color. Obviously, product class has little to do with color's effect on attitudes. The two commercials favored by the black-and—white medium were both rated high in demonstration. Advertisers currently using black-and-white demonstration commercials might think twice before rushing into color in hopes of increasing commercial effectiveness. Similarly, attitudes appear no more favorable toward color than toward black- and-white, where an animated commercial or one with a high emotional appeal is involved. Attitudes toward color commercials were found to fall within a more "restricted range" than was true for black—and-white. That is, the groups viewing in color did.not need as many categories to describe their attitudes. as did those viewing in black-and-white. If color helps viewers to pinpoint the intensity of their attitudes, perhaps it enhances understanding of the commercial message. Interest Interest change during commercial viewing was not affected by use of color. Hypothesis #2 was not supported. 37 The added visual variety of color was apparently not a plus factor in this instance. The familiar expression in advertising corners: "You've got to interest peOple right off the bat," seems to hold true across both black—and-white and color media. Respondents who ipdicatgd a change EEIEEEEESEE. (afflightfchange,hif_any) did so about eOUglly across black-and-white and color groups. If they were interested at thirty—seconds, they tended to remain so at sixty- seconds. Likewise, if they had not become interested by the halfway point of a commercial, they did not develop much interest by the time it was over. When a change in interest did occur, in eight out of ten instances, however, it EE§.3 more favorable change in the case of color than it was in the case of black-and—white (though not a significant one). If the commercial became interesting for both groups, it became more interesting for color viewers; if it became dull, it became less dull for color viewers. Since all other factors were held constant, it appears that color held enough interest within itself to keep color viewers at least somewhat more interested than black—and—white viewers. One of the major questions currently debated in both advertising and television circles is: "When will the 'novelty' of color wear off? How long will it be before peOple accept color just the way they accept 38 black-andewhite today?" When such a time arrives, an added "interest" in color itself may no longer by noticeable. Interest and demonstration seemed more positively related than attitude and demonstration; the five commercials which claimed an increase in interest during viewing were the five rated highest in demonstration. Thus, respondents were able to distinguish between their "liking" for a commercial and their interest during its presentation. (Sometimes it is not too important to an advertiser whether or not his commercial is considered "good" by his audience; if interest, believability, memorability, or other factors are present in high degree, he may very well be satisfied that the commercial is "effective" enough to lead ultimately to an increase in sales). Interest ratings taken individually appeared to be significant for color in four cases, and for black- and—white in two. Here, the notion that color is beneficial to all food commercials breaks down; Post Grape Nuts and Post Alpha Bits were more effective in color, and Kraft English Toffee in black-and-white. Again, something other than the product or product type is at work. Perhaps the family scenes (Post Grape Nuts commercial) and the children (Post Alpha Bits commercial) served to create more interest than did the single male presenter (Kraft English Toffee commercial). 39 Recall Color did enhance memorability. Both immediate and delayed recall scores were higher for color than for black-and-white in almost every case, though the difference was rarely significant. Thus, Hypothesis #3 was supported, though not strongly. The realism of color does seem to be to the advertiser's advantage. If people can remember what was said and shown in a commercial when they are later presented with a question— naire, it is reasonable to assume that when they are in a supermarket, they will remember the product if they see it on the shelf. Nearly every advertiser who participated in the survey mentioned previously (conducted in the fall of 1965) stressed the importance of color in "fixing the product more firmly in the consumer's mind, so that she will recognize it more quickly at the store." Recall questions concerning gasp were, without exception, remembered by a larger number of color viewers than black-and—white viewers, a week after the commercials were shown. Consciously or subconsciously, the question of cost seemed to remain with color viewers more than it did with black—and-white viewers. Perceived Value Products did not have a higher perceived value when shown in color than when shown in black—and—white. Hypothesis A0 #A was not supported. The "quality" of color was not found to bias perception of value at all, in the case of the "expensive" product (Sunbeam Electric Toothbrush) tested; and strangely enough, in the case of the "inexpensive" product (Johnson's Klear Floor Wax), color appeared to bias cost estimates in the direction opposite to the one hypothesized! Here, however, in checking through findings in the other three areas studied, it appears that color viewers had more favorable attitudes toward the commercial, a higher rate of interest during viewing, and a higher degree of recall of sales points than black-and-white viewers. Perhaps since color viewers responded so favorably to the commercial, they rationalized that cost would not be high (and, thus, they would be more willing to buy the product). Summary With very few exceptions, the commercials used in this experiment were ppp found to be more effective in color than they were in black-and-white. Hypothesis #3 was the only one supported—-and even here, evidence was weak. Perhaps some of the 'novelty' of color has already worn off; for_np_ color commercial tested were attitudes, interest, and recall more favorable than finc'the black-and-white counterpart. Even in the case of memorability-—where color had :its greatest effect-~time proved detrimental. Color Al viewers may have a greater amount of immediate recall than black—and—white viewers; but if they lose this advantage a week or ten days later, when they happen to come in contact with the product, where is the benefit to the advertiser? When media costs are added over a thirteen—week period, production costs of color commercials may not ‘be much higher than black—and-white. Whether this is true in all cases is still Open to speculation; many advertisers insist that factors other than media costs sometimes contribute to an overall increase in color costs. At present, there is no question bUt that color commercials take longer to process than black—and—white commercials—-and for campaign purposes, this can be critical. It does not seem, therefore, that color comnercials are a "necessity" at this time. When color set penetration passes the fifty-per cent mark (by which time color programing will undoubtedly by 100%), the tfikick-and-white advertiser may indeed look as if he "canflt afford" color (and may, therefore, lose favor with his audience). Until such time, however, or until research reveals a nuxre definite advantage for color, the extra time and cost involved do not, in many cases, appear justified. A2 Future Research A factor analysis of the ten commercials tested would shed more light on the message elements contributing to the findings presented here. Similarly, studies of possible correlations between attitudes, interest, and recall-—and, perhaps, use of product demonstration and emotional appeal—- might indicate more effective ways in which to present color commercials. Correlations between the findings in this study and attitudes toward the actual products shown in commercials might reveal other explanations for the differences found; then, too, product usage (and frequency of usage) could easily affect attitudes toward commercials. Finally, it would prove valuable to note whether or not attitudes toward the products changed as a result of viewing the commercials in color or in blacksandehite. Data regarding frequency of product usage, as well as attitudes toward the products in question——both before and after commercial viewing--has already been obtained. The twenty—five minutes allotted for each part of the experiment was ample for inclusion of the above categories as part of the questionnaires. FOOTNOTES 1Letters from advertisers and advertising agencies listed on pages A9-50 of the bibliography. 2"Color Television—-Today," Report prepared by Foote, Cone & Belding, Chicago, June, 1965, Cited hereafter as FC&B Report. 3"Color Television 1965," Report prepared by D'Arcy Advertising Company, New York, March 20, 1965. “FC&B Report, June, 1965. 5"Color Advertiser List Growing, Growing," Sponsor, XX, No. A (February 21, 1966), pp. 72—73. 6"Happiness and Headaches," Sponsor, XX, No. A (February 21, 1966), pp. 50-51. 7"A Review of Color Television," Report prepared by Ketchum, MacLeod & Grove, New York, July 21, 1965. 8Darrell B. Lucas and Steuart H. Britt, Advertising Psychology and Research (New York: McGraw-Hill, 1950), p. 30A. 9"Relative Effectiveness of Color and Black—and-White in Instructional Films," Human Engineering Report SDC 269- 7—28 prepared by A.W. VanderMeer, June, 1952 (in the files of the Audio-Visual Department, Michigan State University). Cited hereafter as VanderMeer Report. lo"Color Television," Report prepared by Ted Bates & Company, New York, May, 1965. 11National Broadcasting Company, Close—Up on Color Television (New York: National Broadcasting Company, 1965), p. 50. A3 AA 12Edith R. Brandt, "The Memory Value of Advertisements," New York, June, 1925, p. 8. (Appeared in Archives of Psychology, No. 79). Cited hereafter as Brandt Report. l3Schwerin Research Corporation, Schwerin Research Bulletin (New York: Schwerin Research Corporation, April, 1965). p- A. l”VanderMeer Report, June, 1952. 15Lucas and Britt, p. 316. 16Gerald R. Miller, "On Defining Communication: Another Stab," Paper used in Communication Theory 920, Michigan State University, winter, 1966. (Mimeographed). 17Russell H. Colley, DefiningAdvertisingGoals for Measured Advertising Results (Neijork: Association of NatIOnal AdvéEtlsers, 1961)] pp. 35-36. l8Darrell B. Lucas and Steuart H. Britt, Measurin Advertising Effectiveness (New York: McGraw-Hill, 1963;, p. 17. 19Carl I. Hovland, Irving L. Janis, and Harold H. Kelley, Communication and Persuasion (New Haven: Yale University Press, 1953), p. 250. 20Brandt Report, June, 1925, p. 10. 21David K. Berlo, The Process of Communication (New York: Holt, Rinehart & Winston, 1960), p. 231. 22"Agencies Work Overtime to Meet Color Demands," Sponsor, XX, No. A (February 21, 1966), p. 82. 23Hov1and, Janis, and Kelley, p. 2A5. 2”Letter from W. F. Greene, Vice President of Gallop & Robinson, Inc., New York, January 13, 1966. BIB LI O GRAPHY A5 BIBLIOGRAPHY Books Berlo, David K. The Process of Communication. New York: Holt, Rinehart & Winston, 1960. Colley, Russell H. Defining Advertising Goals for Measured Advertising Results. New York: Association of National Advertisers, 1961. Hovland, Carl 1., Janis, Irving L., and Kelley, Harold H. Communication and Persuasion. New Haven: Yale University Press, 1953. Lucas, Darrell B., and Britt, Steuart H. Advertising Psychology and Research. New York: McGraw-Hill, 1950. . Measuring Advertising Effectiveness. New York; McGraw—Hill, 1963. Periodipals "A Long Look at Color by AA's" Broadcasting, LXIX, No. 18 (November 1, 1965), 3A-36. "Agencies Work Overtime to Meet Color Demand," Sponsor, xx, No. A (February 21, 1966), 81-82. "All-Color TV," Broadcasting, LXVIII, No. 25 (June 21, 1955), 27-29. "The Big Switch to Color Television," Broadcasting, LXIX, No. 6 (August 9, 1965), 5A-56. "Boom Times for Color Backlog," Broadcasting, LXIX, No. 12 (September 20, 1965), 27-30. "Color Advertiser List Growing, Growing," ponsor, XX, No. A (February 21, 1966), 72-73. A6 A7 "Color Television: A Special Report," Broadcasting, LXX, No. 1 (January 3, 1966), 29—107: II '" "Color TV: The Billion Dollar Market in '65," Sponsor, XIX, No. A (January 25, 1965), 31—65. "Commercials Blossom into Color," Broadcasting, LXIX, No. 2 (July 12, 1965), 35-A0. "Happiness and Headaches," Sponsor, XX, No. A (February 21, 1966), 50-51. "How Not to Shoot a Color Commercial," Sponsor, XIX, No. A (August 9, 1965), A9. "How Soon Will Color Dominate TV?" Broadcasting, LXVIII, No. 3 (July 18, 1965), 31—38. "Special Color Section," Advertising Agei XXXVI, No. A8 (November 29, 1965), 109—18A. "Special Report: Television," Broadcasting, LXVII, No. 20 (November 16, 196A), 76—87. "Spotlight on Color Cast," Television Age, XIII, No. 10 (December 6, 1965), 31-60. Reports Brandt, Edith R. "The Memory Value of Advertisements." New York: June, 1925. Gallup & Robinson. Are Color TV Commercials Worth the Extra Cost? New York: AsSOciathh of National Advertisers, December, 1965. Grey Advertising. Greeratter. Newsletter. New York: March, 1965. National Broadcasting Company. Close-Up on Color Television. New York: National Broadcasting Compéhy, I965. . Color Makes the Difference for TV Audience. Report from TV Sales Planning. NewfiYork: ‘National Broadcasting Company, June, 1965. . NBC Research Bulletin #26A. New York: National Broadcasting Company, Marchj26, 196A. A8 . NBC Research Bulletin #272. New York: National Broadcasting Company, March A,I1965. . NBC Research Bulletin #278. New York: National Broadcasting Company, May 21, 1965. NBC Research Bulletin #285. New York: National Broadcasting Company, August 10, 1965. . NBC Research Bulletin #287. New York: National Broadcasting Company, September 1, 1965. . NBC Research Bulletin #288. New York: National Broadcasting Company, November 1, 1965. . Research Highlights. New York: National Broadcasting Compafiy, March 2, 1965. . Research Highlights. New York: National Broadcasting Company, May 11, 1965 . Research Highlights. New York: National BroadcaSting Company, September 3, 1965. Schwerin Research Corporation. Schwerin Research Bulletin. New York: Schwerin Research CorpOration, AprIl, 1965. TV Film Trends. Newsletter. New York: Eastman Kodak Company, November, 196A. TV Film Trends. Newsletter, New York: Eastman Kodak If Company, August, 1965. TV Film Trends. Newsletter. New York: Eastman Kodak - Company, September, 1965. TV Film Trends. Newsletter. New York: Eastman Kodak Company, October, 1965 VanderMeer, A. W. "Relative Effectiveness of Color and Black—and-White in Instructional Films." Human Engineering Report SDC 269-7-28. June, 1952. Unpublished Material Bates, Ted & Company. "Color Television." Agency report, New York, May, 1965. Batten, Barton, Durstine & Osborn. "Color Television." Agency report, New York, April 26, 1965. A9 Burnett, Leo Company. "Color Television--1965." Agency report, Chicago, April, 1965. D'Arcy Advertising Company. "Color Television 1965." Agency report, New York, March 20, 1965. Doyle Dane Bernbach. "Color in Television-A Review." Agency report, Los Angeles, June 25, 1965. Foote, Cone & Belding. "Color Television-—Today." Agency report, Chicago, June, 1965. Greene, W. F. Letter from Vice President of Gallup & Robinson, Inc., New York, January 13, 1966. Kenyon & Eckhardt. "Color Television Status Report." Agency report, New York, July 21, 1965. Ketchum, MacLeod & Grove. "A Review of Color Television." Agency report, New York, July 21, 1965. Miller, Gerald R. "On Defining Communication: Another Stab." Paper used in Communication Theory 920, Michigan State University, winter, 1966. (Mimeographed). Sarnoff, Thomas W. "Color the Peacock Gold." Text of speech made to San Francisco Advertising Club, October 27, 1965. Sullivan, Stauffer, Colwell & Bayles. "Color Television." Agency report, New York, May 17, 1965. Young & Rubicam. "Color Television Today." Agency report, New York, July 6, 1965. Letters: Resppnses to Survey Conducted Fall,l965 Advertisers American Motors Corporation. Armour and Company. Avon Products, Inc. Campbell Soup Company. Canada Dry Corporation. Falstaff Brewing Corporation. Ford Motor Company. R. T. French Company. Frito—Lay, Inc. 50 General Mills, Inc. Green Giant Company. Theo. Hamm Brewing Company. Kellogg Company. Liggett & Myers Tobacco Company. Max Factor & Company. Maybelline Company. Miller Brewing Company. National Biscuit Company. Pabst Brewing Company. Quaker Oats Company. R. J. Reynolds Tobacco Company. Royal Crown Cola Company. Standard Oil Company. Texaco, Inc. Advertising Agencies N. W. Ayer & Son, Inc. Ted Bates & Company, Inc. Batten, Barton, Durstine & Osborn, Inc. Benton & Bowles, Inc. D. P. Brother & Company Leo Burnett Company, Inc. Campbell-Ewald Company. Campbell-Mithun, Inc. Compton Advertising, Inc. Dancer-Fitzgerald—Sample, Inc. D'Arcy Advertising Company Doyle Dane Bernbach, Inc. Draper Daniels, Inc. Erwin Wasey, Inc. Foote, Cone & Belding, Inc. Fuller & Smith & Ross, Inc. Grey Advertising, Inc. Kenyon & Eckhardt, Inc. Ketchum, MacLeod & Grove, Inc. MacManus, John & Adams, Inc. McCann-Erickson, Inc. Needham, Harper & Steers, Inc. Norman, Craig & Kummel, Inc. Ogilvy, Benson & Mather, Inc. Sullivan, Stauffer, Colwell & Bayles, Inc. J. Walter Thompson Company. Young & Rubicam, Inc. APPENDIX A QUESTIONNAIRES 51 DO NOT First Questionnaire TV MESSA 7‘ STUDY WRITE May 9, 1966 Department of Advertising, MSU IN THIS May, 1966 COLUMN A LI 0 2 NAME: 1— LOCAL ADDRESS: (5-7) INSTRUCTIONS ____(8) The purpose of the test below is to measure the meanings of ____ (9) certain things by having you judge them against a series of descriptive scales. Please make your judgments on the basis ____(10) of what each concept means to ypp. Here is how to us e the scales. Each scale has seven intervals, to give you an opportunity to show the intensity of your judgment. For example, if you judge FORD to be a Very Good car, place an "X" in the space next to Good. If you judge FORD to be Quite Good, put your "X" in the second space. If only Slightly Good, place it in the third space. If you feel FORD is neither Good nor Bad, or if you have no judgment one way or the other, place your "X" in the center space. Likewise, if you feel FORD is Very Bad, put your 'X" next to Bad; Quite Bad, second space; Slightly Bad, the third space from Bad. FORD CAR BAD: : : : : : : :GOOD 3 2 1 0 1 2 3 Got the idea? Please rate each of the products below. Work fast, but do not skip any scales. __.,1?) POST GRAPE NUTS ___(11) GOOD: : : : : : : BID (12) UNPLEASANT TASTE: : : : : : : :PLEASINT T STE ———(13) HIGH NUTRITION. : : : : : : .LOH NUTRITION ———(1A) HIGH IN c LORIEE: : : : : : : :LOH IN CALORIES :::(15) HOULD BUY IT: : : : : 2 : :HOULD NOT BUY IT PEPTO BISMOL BAD: : : : :GOOD PLEISINT TASTE: : : : . . :UNPLEASANT TASTE NOT SOOTHING: : : : : : : :SOOTHING FAST-ACTING: : : : : : : :SLOW-ACTING WOULD NOT BUY IT: : : : : : : :WOULD BUY IT .9 o O AAA/NA N .....L ._L _.L —L 00 03-9 0\ vvvvv a-.. .,... .u..-i . .... .4.. . . .-.-.... n I v u a i O «- -..1. , - - ..-._-_...- . . 5...... u..... u . ,._. -»- . C O O u . I . ...-———- w- r.- o -u we I . ._,-_, A—“.-. I .m— —- .. .__"- I —.-..— I SUNBEAM ELECTRIC TOOTHBRUSH (21) GOOD: : : : : : : :BAD (22) LOW QUALITY: : : : : : : :HIGH QUALITY (23) DEPENDABLE: : : : : : : :UNDEPENDABLE (2A) L0H PERFORMANCE: : : : : - :HIGH PERFORMANCE (25) WOULD BUY IT: . ' ' - :WOULD NOT BUY IT FLZEN’X ILL TISS‘ 3 (26) BA - : :GOOD (27) SMOOTH ° ' :ROUGH (28) UBIK : - . :STRONG (29) CONVENIENT: : : : : : :INCONVENIE NT (30) WOULD NOT BUY IT: : : : : : :WOULD BUY IT BIQCHNI‘T 5 I INT CIIE‘II IC GUI (31) GOOD: : : : : : :BlD (32) UNRLFRESHING: : : : : : : :REFRESHING (33) PLEASINT TASTE: : : : : : : :UNPLEASANT TASTE (3A) HEAR FLAVOR: : : : : :STRONG FLAVOR (35) WOULD BUY IT: ° ° ° :WOULD NOT BUY IT How Often Do You Use: Always sometimes Never (36) POST GRAPE NUTS ( ) ( ) 7 5 (37) PEPTO BISMOL ( ) ( ) ( ) (38) SUNBEAM ELECTRIC TOOTHBRUSH ( ) ( ) ( ) (39) HLEENIX FYCIIL TISSUE ( ) ( ) ( ) (A0) BEECHNUT 5 hIITT CHEIING GUM ( ) ( ) ( ) S T O P! AND WAIT FOR FURTHER INSTRUCTIONS. You will now see a commercial for each of these products. We are interested in your reactions to each commercial at two different times -— once during the commercial, and once after it is over. Again, the space next to Interesting is for Very Interesting, and the space next to Dull for Very Dull. POST GRAPE NUTS COMKSRCIAL (A1) Interesting: : : : : : :Dull (A2) Interesting: : :Dull P3 PT O BISMOL CONV‘RCI L _(A3) Interesting: : . : : : :Dull “(AA) Interesting: :Dull SUNBEAM ELECTRIC TOOTHBRU? 3H CCUVTRCIIL (A5) Interesting: : : ' :Dull (A6) Interesting: : : : :Dull KLEENEX FACIAL TISSUE COMMERCI.L (A7) Interesting: : : : ::Du11 (A8) Interesting: : : :Dull BEECHNUT 5 MINT CHEWING GUM COIHM RCIIL (A9) Interesting: : . : : : : :Dull (50) Interesting: : : : : :Dull ‘ : . . r : . , .7-..-—.-.~.....lr.— A H"-.. _-. ..-.._-:. ur . 4.. ' \ l . . , : v ‘ 4 v I ~ . a... -....-:....._, . v.2-..7. -. _ ..,: I I. ._._.-—--‘_.-—.._.. :.-..--._....-_: . v. - . V. ... L. _. h--- . n ' . : a v . . . \ - 3 ..~——._ .- . . . , - 2-: m. . .- o . o ..,_r_ .L...:.. H..- .—. -. 1., ._...., . 02—. . t :. .... . ..: .4.-- u - —- ‘QQ‘ - .-7~- .- n . _.: -L - .-_.-.....-.-._.. 0 7~ »-._._. ._ mu: :- . .._ —. .. A-—‘: .-.~- v. . .- . w- ,7 - . . ..._ - --._.. .._ . L....a...- . -. .. — »-...-: . .AVA-a.--. 7.2.," . .._:. a :. :.. A : _ , . . A .--...-.‘..~. .. -7. n--. .. . H 7...: - q _ I . : .._ _...._.-.——._ A-..».—— .— *--~....__~--.~__>,.,_ 130 NOT WRITE IN THIS (SOLUNN AAA/Km uunknvum vxCKCAJA HIH AAA/\A O\UIU\\J\U\ O\O CD'\7 O\ AAA/\A O\O\O\O\O\ UICNOR)‘ AAA/\A \)\3 000 —‘ O\O (13V AAA/\A \}\)\7\1\) 0&1:th |||l| We are also interested in your evaluations of each commercial. Please indicate your opinions below, in the same manner as before. POST GRAPE NUTS CONNERCINL GOOD: : : : W E .‘\K 3 2 HONES : : UNPLEASANT: ' FAST: : PEPTO BISMOL CONNERCIAL BID: : ° * : STRONG: : : DISHONEST: : : : PLEASANT: : : ° SLOW: : : SUNBEAM ELE :BAD :STRONG :DISHONEST :PLEASANT :SLON :GOOD :NEAK :HONEST :UNPLEASANT :FAST CTRIC TOOTHBRUSH COMMERCIAL GOOD: WEAK: : HONEST: : UNPLEASANT: : PAST: : :BAD :STRONG :DISHONEST :PLEASANT : o L OW Estimate the cost of the Sunbeam Electric Toothbrush: $21.95 :GOOD :NEAK :HONEST :UNPLEASANT $9.95 $11-95 $13-95 $15.95 $17.95 319-95 KLEENEX FACIAL TISSUE COMMERCIAL BAD: : : : ' : STRONG: : : DISHONEST: : PLEASANT: : SLOW: BEECINNTT 5 :FAST MINT CHEWING GUN COMMERCIAL GOOD: : : : : : IJEAK: : : : : HONEST: : ' : : : UNPLEASANT: ' : : ' FAST: : ° : ' ' :BAD :STRONG :DISHONEST :PLEASANT :SLOW \ . u . v - ‘ n n . ~ 0 a c . - -.._ n n , . . .. .-~.. ... .. . . . I .np. ‘1‘. -- .. -_.— .. w a r n ’ . . . . _Q- - - - . ~ . , -._.. . ... .. L. ... 7. .,.. .- ., ... .. . —r. .- 0 - -.,-.. - .. _ H... -... .. .v.. u.. - —_. -.. ., a . Q g . n - ...-_.--. -..__..... . ..... --.. r r. -.- -_. ..- .V .. -.. .-.--. I O ...-..-. - . .._. ......._. - q .‘ - : .._.__ ..._ >.... .. .—. _--...._ a - . _.__.. . . . . » .. - “h...- ... - -..._...._. A- \ ...» .. -— . .—. ~ 1 a a O ...._-.._ .- . ~. . n ,, _ a | .-..-. p. C _-..~.. - o I -..._ ..o '— DO NOT WRITE IN THIS C OLUMN ____(41) ____(L»2') ____X43) ___(‘*f") ____(45) ____(46) ____(47) “(48) Below are lists of sales points -- some of which were in the commercials you just saw, and some of which were not. Indicate in the spaces provided, the sales points which you are SURE were in the commercials, those which you think MIGHT HAVE BEE in the commercials, and those which you are quite certain were NOT in the commercials. Don't think back to similar commercials which you may have seen elsewhere; think only of the commercials you just saw. Please do not omit any items. POST GRAPE NUTS COMMERCIAL YES MAYBE N9 1. This cereal is high in protein. ( ) ( ) ( ) 2. This cereal is available in the Regular or new Family Size. ( ) ( ) ( ) 3. Grape Nuts are crunchy, toasted nuggets. ( ) ( ) ( ) 4 This cereal provides active people with lots of energy. ( ) ( ) ( ) 5. This cereal is high in vitamins and minerals. ( ) ( ) ( ) 6. This cereal is priced the same as other Post cereals. ( ) ( ) ( ) 7 Grape Nuts cost less if you buy two boxes. ( ) ( ) ( ) 8. This cereal is lower in calories than other dry cereals. ( ) ( ) ( ) PEPTO BISMOL COMMERCIAL 1. Pepto Bismol gives fast, long—lasting relief. 2. Pepto Bismol is available in the A v A V A v Small or Regular size bottles. ( ) ( ) ( ) 3. Pepto Bismol now has a new cherry flavor. ( ) ( ) ( ) 4 Pepto Bismol is available in the ‘ regular or new children°s formulas. ( ) ( ) ( ) 5. Pepto Bismol is used by many leading hospitals. ( ) ( ) ( ) 6 Pepto Bismol is available in liquid or tablet form. ( ) ( ) ( ) 7. Pepto Bismol costs a little more than other upset stomach remedies. ( ) ( ) ( ) 8 Pepto Bismol has coatability, for smooth and gentle action. ( ) ( ) ( ) SUNBEAM ELECTRIC TOOTHBRUSH COMMERCIAL YES MAYBE (57) 1. This toothbrush cuts brushing time in half. ( ) ( ) (58) 2. This toothbrush comes with a two—year guarantee. ( ) ( ) (59) 3. This toothbrush weighs only four ounces. ( ) ( ) (60) b. This toothbrush is safe and easy to use. ( ) ( ) (61) 5. This toothbrush contains a rechargeable battery. ( ) ( ) (62) 6. This toothbrush, though electric, is cordless. ( ) ( ) (63) 7. This toothbrush is available in a variety of models. ( ) ( ) (64) 8 This toothbrush brushes in an up-and-down pattern. ( ) ( ) KLEENEX FACIAL TISSUE COMMERCIAL Ygg MAYBE (65) 1. This facial tissue is available in different textures. ( ) ( ) (66) 2. Kleenex Juniors are less expensive than the other sizes. ( ) ( ) (67) 3. These facial tissues are soft, ’— yet durable. ( ) ( ) (68) u. Kleenex Regulars come in convenient space-saver boxes. ( ) ( ) (69) 5. Man—Size tissues are three layers thick. ( ) ( ) (70) 6. These facial tissues are available in a variety of colors. ( ) ( ) (71) 7 These tissues are available in single or double-quantity boxes. ( ) ( ) (72) 8 Man-Size tissues are twelve inches square. ( ) ( ) BEECHNUT 5 MINT CHEWING GUM COMMERCIAL gs MAYBE (73) 1. This gum is as sweet as candy. ( ) ( ) (74) 2 This gum comes in five '——- different flavors. ( ) ( ) (75) 3. This gum stays moist —— —_—' never dries out. ( ) ( ) (76) 4. This gum is brand new ‘_—_ from Beechnut. ( ) ( ) (77) 5. This gum is available in ——_ the regular or sugarless varieties. ( ) ( ) (78) 6 This gum helps keep teeth """' white. ( ) ( ) (79) 7. This gum has a refreshing and ._— long-lasting flavor. ( ) ( ) (80) 8. This gum has a fresh fruit flavor. ( ) ( ) -~~'~a ‘ a ...c— . -.-’.. -2 n , .._._ ”- n I lu._--. .- .v-., -‘fi'\-—I— I“ --...- --.-.—.- .....4-- DO NOT WRITE IN THIS COLUMN 1» u o 2 W (5-7) __ (a) __ <9) __<1o.> AAAAA —L _L —L —L .8 \n be) m ——- vvvvv Hill Nd—l—A—L O\OCD\70\ AAAAA ||||| TV MESSAGE STUDY Department of Advertising, MSU May, 1966 Second Questionnaire May 9, 1966 N PL ii .3 2 LOCAL ADDRESS: INSTRUCTIONS The purpose of the test below is to measure the meanings of certain things by having you judge them against a series of descriptive scales. Please make your judgments on the basis of what each concept means to you. Here is how to use the scales. Each scale has seven intervals, to give you an opportunity to show the intensity of your judgment. For example, if you judge FORD to be a Very Good car, place an ”X" in the space next to Good. If you judge FORD to be Quite Good, put your "X" in the second space. If only Slightly Good, place it in the third space. If you feel FORD is neither Good nor Bad, or if you have no judgment one way or the other, place your "X" in the center space. Likewise, if you feel FORD is Very Bad, put your "X" next to Bad; Quite Bad, second space; Slightly Bad, the third space from Bad. FORD CAR BAD: : : : : : : :GOOD 3 2 1 O 1 2 3 Got the idea? Please rate each of the products below. Work fast, but do not skip any scales. JOHNSONVS KLEAR FLOOR WAX GOOD: : : : : : : :BAD LOU QUALITY: : : : : : : :HIGH QUALITY EASY TO use: LASTS SHORT TIME: WOULD BUY IT: :DIFFICULT TO USE : : : :LASTS LONG TIME ' : : :WOULD NOT BUY IT KRAFT ENGLISH TOFFES BAD: : : : : : : :GOOD PLEASANT TASTE: : : : 2 : : :UNPLEASANT TASTE UNRRFRESHING: : : ° : : : :REFRESHING LON IN CALORIES: WOULD NOT BUY IT: : : : : :HIGH IN CALORIES : : : : :NOULD BUY IT ,-... . .- ... .. , u . n . ‘ A...».<- ...._....-— u C a .._..~ I " -.-. - .... n v . v. . .7‘.. r . . . . a - o «-—._-.- . wo-fi-.....- _.-... ,-., -H u - 7». ,~.-- -- r. .. - POST ALPHA BITS GOOD: : : : : : : :BAD UNPLEASANT TASTE: : : : :PLEASANT TASTE HIGH NUTRITION: : - ' : : : :LON NUTRITION HIGH IN CALORIES: : : : : : : :LON IN CALORIES WOULD BUY IT: : : : : : : :WOULD NOT BUY IT SUNBEAM ELECTRIC KNIFE : :GOOD BAD: : : : : : HIGH QUALITY: : : : : :LOW QUALITY UNDEPENDABLE: : : : : : : :DEPENDABLE HIGH PERFORMANCE: : : : : : . :LON PERFORMANCE WOULD NOT BUY IT: : : : : : : :WOULD BUY IT O GRAVY TRAIN DOG FOOD GOOD: : : : : : : :BAD UNPLEASANT TASTE: : : . . :PLEASANT TASTE HIGH NUTRITION: : : : : : : :LOU NUTRITION GIVES LON ENERGY: : : : : : :GIVES HIGH ENERGY NOULD BUY IT: : : : : : : :NOULD NOT BUY IT How Often Do You Use: Always Sometimes Never JOHNSON°S {LEAR FLOOR Nix ( i I ) Z 5 KRAFT ENGLISH TOFFEE ( ) ( ) ( ) POST ALPHA BITS ( ) ( ) ( ) SUNBEAM ELECTRIC KNIFE ( ) ( > ( ) GRAVY TRAIN DOG FOOD ( ) ( ) ( ) S T O P! AND WAIT FOR FURTHER INSTRUCTIONS. You will now see a commercial for each of these products. We are interested in your reactions to each commercial at two different times —- once during the commercial, and once after it is over. Again, the space next to Interesting is for Very Interesting, and the space next to Dull is for Very Dull. JOHNSON'S KLEAR FLOOR WAX COMMERCIAL Interesting: : : : : : : :Dull Interesting: : : : : : : :Dull KRAFT ENGLISH TOFFEE COMMERCIAL Interesting: : : : : : : :Dull Interesting: : : : : : : :Dull POST ALPHA BITS COMMERCIAL Interesting: . . . . :Dull Interesting: : : : : : : :Dull SUNBEAM ELECTRIC KNIFE COMMERCIAL Interesting: : : : : : :Dull Interesting: : : : : : : :Dull GRAVY TRAIN DOG FOOD COMMERCIAL Interesting: : : : : : : :Dull Interesting: : : : : : : :Dull w--..-.-¢>- m- m.... . rho... -. .-—-‘._...-- - ,_ -.._. ». . . . a . , . , A... . . i : I . a . u . ...., . .—. ......I. .: 4 .. .4 . . .. : . .. . 7.....I- . . .7 ... : . ...-M. 4-.-- ‘ -y..~.--,.--.,. . , ..._ _ -....._-.1 _.‘,_,_~., ., . -7 i . ,, -. . . o u . I ,, ‘ ., ._., -_ ..-. ..:._ . ,. . , ——-- «‘--- .. . .—...._... ,,-_-_._.-,.,_ . a . _::._ .-. V _ - .07 v . i . I - . . -- M- _._.,I , . 0 . . I. ., . .,. .. . .1: _ V ‘ -,.._._._ k-“4 ,,:..._ ~.” ~. ...~.-. .,,.1.....,:. ,-._.»:_. .. . - - --..,. ._.. . . . .-.... ...*. . ...L.. c I - i . u 0 - l a - g . I b . g . . ,.:. .7 .7. .‘ ,... -r—..7 - A . . - g . \ : . o n 7,7 7.,“ ..- .— DO NOT WRITE IN THIS C OLUMN AAA/\A UIUWUIU‘IKA U‘t PK») (\3 —" ____(56) AAA/\A O\ O\\f1\fi\h -‘ O\O DOV AAAAA 0\ mm O\O\ Chvhtuaw VVVVV AAAAA \}\) O\O\O\ --‘ O\O OZ)\) vvvvv AAAAA \1‘\)'\7\)\) o\\n «(l-bow vvvvv HHI We are also interested in your evaluations Of each commercial. Please indicate your opinions below, in the same manner as before. JOHNSO 'S KLEAR FLOOR WAX COMMERCIAL GOOD: WEAK: HONEST: UNPLEASANT: FAST: Estimate the cost of : : : : : : :BAD : ° ‘ ' : : :STRONG : ' : : :DISHONEST : : : : : : :PLEASANT : - : : : :SLOW Johnson”s Klear Floor Wax: $.59 $.79 3.98 $1.19 $1.39 $1.59 $1.79 KRAFT ENGLISH TOFFEE COMMERCIAL BAD: ' : : : : : :GOOD STRONG: : : : ' : :WEAK DISHONEST: : : : : : : :HONEST PLEASANT: : : : : : :UNPLEASANT SLOW: : ° : : : :FAST GOOD: WEAK: HONEST: UNPLEASINT: PAS T : POST ALPHA BITS COMMERCIAL : : : : : :BAD : : ' ' :STRONG : : : :DISHONEST : ' : ° : : :PLEASANT ' : : : :SLOW SUNBEAM ELECTRIC KNIFE COMMERCIAL BAD: STRONG: DIsHONES : PLEASANT: SLOW: :GOOD : :WEAK :UNPLEASANT :::::::HONEST : : : : . :FAST GRAVY TRAIN DOG FOOD COMMERCIAL GOOD: ‘31 3A1< : HONEST: UNPLEASANT: FAST: : : ° : : : :BND : ' : : : :STRONG : : : ' : : :DISHONEST : : ° :PLEASANT ° : ' :SLOW —.~r--‘om4fl->-- a...“ .... gs..— . v v r l. ~w-.. I t. a . . . . .. . H _ _ -I- I V . _ .. __.~.._ .-.. .-.. II . _ . .. _.. -._.:-- -. . , I ...~---._- . I.. .. a - a . I _._--.-._ I . . C u - u . .... _, .L.... ...- ...—.- o :- - _. _,, . ..- .7. u..-,...- -.. .I. .. a n .- ._ .. .a. n... ...s - .M L.,... _ -..--..-. . s I . _ . ____,. _., .fi . V ._. .....I V -_ .-. w“ L . . - — ... . ... _........- -. .._-- .. . ._~. .._._......, . . . . n . . :.- ... . --.._.- . .. —. —._...-. o . a C C ' . .__.., ._-. I -., L*. - ._ _._. ..-. . , - u 5 . -.-«—- r .- . .~...-—. . . .- .I . . . . -:..:... ._., _... . .--..<,...._. -7.-. .- ._ :., .-. ' . . . a . .__.-. -.--. .. .. .-. ._ .." ......-—-.-... .. ..-._._..-.-.--..-..I -,.,---.._- -..-. .- D - u . . . .. .. .. . -. _4_.: —... I-“ _. .- ._ ...-. I . < O~ ' u ».—. _ -L. -. .-. .._. -._ ..--.,-.._. .._...-._. I G . . u 0 ' _..-.. .- -.- . .. v........ _._..-. ...... -,- “L-, - I - g . - . . .. a-..“ . --.,_...-.... ......-- I... I .. .. —— 4 t O 0 a I . ._.. .-,-.- ....--. _. . ._. . . .. w» -. --- .....~ 0 O ,. - . c v ~.-_. 0 n-” _.. —- V-..— “_ iDO NOT Below are lists of sales points -- some of which were in the WRITE commercials you just saw, and some of which were not. Indicate IN THIS in the spaces provided, the sales points which you are SURE (JOLUMN were in the commercials, those which you think MIGHT HAVE BEEN in the commercials, and those which you are quite certain were NOT in the commercials. Don't think back to similar commercials which you may have seen elsewhere; think only of the commercials you just saw. Please do not omit any items. JOHNSON°S KLEAR FLOOR WAX COMMERCIAL YES MAYBE N9 (41) 1. This floor wax never yellows asphalt tile. ( ) ( ) ( ) (42) 2 This floor wax adds depth to floors. ( ) ( ) ( ) (43) 3. This floor wax is made with an old, but reliable formula. ( ) ( ) ( ) (44) 4. Re-waxing is easy, thanks to a new applicator. ( ) ( ) ( ) (45) 5. This floor wax gives a long- lasting shine with just one coat. ( ) ( ) ( ) (46) 6 This floor wax is especially good for vinyl tile. ( ) ( ) ( ) (47) 7. This floor wax is scuff-resistant. ( ) ( ) ( ) (48) 8. This floor wax dries as clear as glass. ( ) ( ) ( ) KRAFT ENGLISH TOFFEE COMMERCIAL X§§ MAYBE N9 (49) 1. This toffee is made with pure sweet cream. ( ) ( ) ( ) (50) 2. This toffee has the original English flavor. ( ) ( ) ( ) (51) 3. This toffee comes in five distinct flavors. ( ) ( ) ( ) (52) 4. This toffee is extra chewy. ( ) ( ) ( ) (53) 5. This toffee sells for just 39¢ a box. ( ) ( ) ( ) (54) 6. This toffee comes in new party boxes. ( ) ( ) ( ) (55) 7. This toffee comes in different-sized pieces. ( ) ( ) ( ) (56) 8. This toffee is made in England. ( ) ( ) ( ) .. .. — e o . . . m-c. —-c—<.-.-.--—.-c—..—. 'w' - ..,_.. ..-, . , O O i A . . ,- ~.—~.—_---- V..._..-..---..——«oa.-— par-o . u n | l I - u .- . __<57> ___<58> ____(59) ___(60) __(61> __<62) __<63> ___(64) ___<65) ___<66> ____<67> ___<68> ___<69> __<7o> ____(71> __<72> ___(80) N N CD \7 O\\J1 Pm (I)\) O\\J\ PK») CD\1 O\\J‘\ Cb.) POST ALPHA BITS COMMERCIAL This cereal provides as much energy as a full meal. This cereal is priced the same as other Post cereals. Alpha Bits cost less if you buy two boxes. Alpha Bits are shaped in letters from A to Z. This cereal is available in the Regular or new Family Size. This cereal has more vitamins and minerals than other dry cereals. alpha Bits are sugar- frosted. Alpha Bits are crispy. SUNBEAM ELECTRIC KNIFE COMMERCIAL This knife can be used indoors or outdoors. This knife slices, cuts, and peels, equally well. This knife automatically recharges in its storage rack. The tungsten tip of this knife stays sharp for years. This knife comes with a two-year guarantee. This knife is lightweight and easy to use. The blade of this knife is sharp to the very tip. This knife comes in both cord and cordless models. GRAVY TRAIN DOG FOOD COMMERCIAL YES ( ( ( ( ( ) ) ) YES ) ) This dog food is now available at a new low price. This dog food consists of crunchy bite-sized chunks. This dog food comes in three different flavors. This dog food has high nutritive value. This dog food makes its own gravy. This dog food gives coats a new gloss. This dog food gives eyes a new shine. This dog food is available in 5-pound or 25-pound bags. ( YES ) MAYBE ( ( ) ( MAYBE T? 3 p K: CD [ rig _.-... ...-.-— a - -.._...——_. , , v _.-., . » . , . o . ... “ ‘~.——-.— -..,-. .. 7.- *F a”... 13c> NOT Firgqu?gst§;2231re Tv MESSA 3 STUDY ‘JPZITE ’ Department of Advertising, MSU ITJ THIS May, 1966 e OLUMN 4 4 o 2 NAM: ( 1-4) LOCAL ADDRESS: (5-7) (8) INSTRUCTION? The purpose of the test below is to measure the meanings of (9) certain things by having you judge them against a series of descriptive scales. Please make your judgments on the basis (10) of what each concept means to you. Here is how to use the scales. Each scale has seven intervals, to give you an opportunity to show the intensity of your judgment. For example, if you judge FORD to be a Very Good car, place an "X" in the space next to Good. If you judge FORD to be Quite Good, put your "X" in the second space. If only Slightly Good, place it in the third space. If you feel FORD is neither Good nor Bad, or if you have no judgment one way or the other, place your "X" in the center space. Likewise, if you feel FORD is Very Bad, put your “X" next to Bad; Quite Bad, second space; Slightly Bad, the third space from Bad. FORD CAR BAD: : : : : : : :GOOD 3 21012 3 Got the idea? Please rate each of the products below. Work fast, but do not skip any scales. .17} POST GRAPE NUTS GOOD: : : : : : : :BAD UNPLEASANT TASTE: : : : : : : :PLEASANT ASTE HIGH NUTRITION: : : : : : : :LOW NUTRITION HIGH IN CALORIES: : : : : : : :LON IN CALORIES WOULD BUY IT: : : : : : : :NOULD NOT BUY IT AAAAA .__L .—L A n—L ....L kn {I‘m N —~ vvvvv Hlll! BAD: : : : : : : :GOOD PLEASANT TASTE: : : : : : : :UNPLEASANT TASTE NOT SOOTHING: : : : : : : :SOOTHING FAST-ACTING: : : . : :SLOW-ACTING WOULD NOT BUY IT: : : : z : : :WOULD BUY IT AAAAA N .....L ....s ._.| _s O\OCI)'\) O\ vvvvv Hill ....——-—_ 4.... . - ._.- -. . T_ .—.‘ -w‘.-_ --.-,..... . . I . I v 0 1 1 . 1. , ‘. l .c.. ........, .T.. n — o . -. ,.-..—.. ..-_.. . . A. . . , , a » __-_.---u~‘..- 7» u—_: I... - . -.~.— E, i .. . ._. A T-I.,..r . .--—-.—.—...._.._.-.-.. ..--.—.>- . - c u . . . n x _- - . n . .T to. . A... , u H.-.-. . T a ‘ . 1 .....—.-.». . . .. , . -— v . . I ‘ O --...—-... ._ . I Q . . .— I—"' - ..,, .., - 7-- -m-n-- SUNBEAN 3L3CTRIC TOOTHBRUSH (21) GOOD: : : : : : . :BAD (22) LOW QUALITY: : : : : : : :HIGH QUALITY (23) DEPENDABLE: : : : : : : :UNDEPENDABLE (24) LOW PERFORMANC3: : : : : : : :HIGH PERFORMANCE (25) WOULD BUY IT: : : : : : : :WOULD NOT BUY IT PCL33EL FTCIAL iISSU3 (26) BAD: : : : : : : :GOOD (27) SMOOTH: : : : : : : :ROUGH (28) ‘3 K: : : : : : : :STRONG (29) CONV3NI3NT: : : : : : : :INCONVENIENT (30) WOULD NOT BUY IT: : : : : : : :WOULD BUY IT B .3 3C HN U T S M I NT C 11.3 W I NC GUM (31) GOOD: : : : : : : :BAD (32) UNREFRESHING: : : : : : : :REFRSS HING (33) PLSISINT TASTE: : : : : : : :UNPLETSTNT TASTE (34) WDAII FLAVOR: : : : : : : :STRONG FLAVOR (35) WOULD BUY IT: : : : : : : :WOULD NOT BUY IT How Often Do You Use: ilTa, Sometimes Never (36) POST GRAP3 NUTS ( 1 I ) (37) PEPTO BISMOL ( ) ( ) ( ) (38) SUNB3AM ELECTRIC TOOTHBRUSH ( ) ( ) ( ) (39) KLEENEX FACIAL TISSUE ( ) ( ) ( ) (40) B33CHNUT 5 HINT CHSWING GUM ( ) ( ) ( ) S T O P! AND WAIT FOR FURTHER INSTRUCTIONS. You will now see a commercial for each of these products. We are interested in your reactions to each commercial at two different times —— once during the commercial, and once after it is over. Again, the space next to Interesting is for Very Intern) sting, and the space next to Dull for V3r ry Dull. POST GRAP3 NUTS CONN3RCIAL (41) Interesting: : : : : : : :Dull 42) Interesting: : : : : : : :Dull PEPTO. BIi? MOL COIW NICIAL (43) Interesting: : . : : : : :Dull (44) Interesting: : : : : : : :Dull AMVDDTL 3L3 CTVKLJ'TOOTNRRURI’CANI 3RCITL (45) Interesting: : : : : . : :Dull (46) Interesting: : : : : : : :Dull KLE3NEX FACIAL TISSU3 COMMERCIAL (47) Interesting: : : : : : : :Dull (48) Interesting: : : : : : : :Dull 33CHNUT 5 MINT CHEWING GUM COMMERCIAL (49) Interesting: : . : : : : :Dull (50) Interesting: : : : : : : :Dull \ --~.v-—v- ---~- -..-..- . m--.—.—-—w-- _-.~~ 7.....- n - :, «J... o a _.....----.._ ---. ,— n a - .3_—... . -: p . 7..-”..-‘u... - ~—....._ -. -..-...,‘ . . ., —...._-..-.—-. . . ‘_ - n... —.. -__.—_-- _ cu- . .-_-. DO NOT WRITE IN THIS COLUMN ____(41) ____(Lp2') ____(43) _L_(“f*) ____(45) ____(46) ____(47) ___(48) Below are lists of sales points -- some of which were in the commercials you just saw, and some of which were ngt.’ Indicate in the spaces provided, the sales points which you are SURE were in the commercials, those which you think MIGHT HAVE BEE in the commercials, and those which you are quite certain were NOT in the commercials. Don't think back to similar commercials which you may have seen elsewhere; think only of the commercials you just saw. Please do not omit any items. POST GRA?3 NUTS COMMERCIAL x33 MAYBE N9 1. This cereal is high in protein. ( ) ( ) ( ) 2. This cereal is available in the Regular or new Family Size. ( ) ( ) ( ) 3. Grape Nuts are crunchy, toasted nuggets. ( ) ( ) ( ) 4. This cereal provides active people with lots of energy. ( ) ( ) ( ) 5. This cereal is high in vitamins and minerals. ( ) ( ) ( ) 6. This cereal is priced the same as other Post cereals. ( ) ( ) ( ) 7 Grape Nuts cost less if you buy two boxes. ( ) ( ) ( ) 8. This cereal is lower in calories than other dry cereals. ( ) ( ) ( ) PEPTO BISMOL CONNERCIAL 1. Pepto Bismol gives fast, long-lasting relief. 2. Pepto Bismol is available in the A V A v A v Small or Regular size bottles. ( ) ( ) ( ) 3 Pepto Bismol now has a new cherry flavor. ( ) ( ) ( ) 4. Pepto Bismol is available in the regular or new children°s formulas. ( ) ( ) ( ) 5. Pepto Bismol is used by many leading hospitals. ( ) ( ) ( ) 6 Pepto.Bismol is available in liquid or tablet form. ( ) ( ) ( ) 7. Pepto Bismol costs a little more than other upset stomach remedies. ( ) ( ) ( ) 8. Pepto Bismol has coatability, for smooth and gentle action. ( ) ( ) ( ) SUNBEAM ELECTRIC TOOTHBRUSH COMMERCIAL YES MAYBE ___<57) 1. This toothbrush cuts brushing time in half. ( ) ( ) ____(58) 2. This toothbrush comes with a two-year guarantee. ( ) ( ) ___(59) 3. This toothbrush weighs only four ounces. ( ) ( ) ___(60) 4. This toothbrush is safe and easy to use. ( ) ( ) ___(61) 5. This toothbrush contains a rechargeable battery. ( ) ( ) _(62) 6. This toothbrush, though electric, is cordless. ( ) ( ) ___(63) 7. This toothbrush is available in a variety of models. ( ) ( ) .___(64) 8. This toothbrush brushes in an up-and—down pattern. ( ) ( ) KL33N3X FACIAL TISSUE COMMERCIAL YES MAYBE ___(65) 1. This facial tissue is available _-_ in different textures. ( ) ( ) ___(66) 2. Kleenex Juniors are less expensive than the other sizes. ( ) ( ) ____(67) 3. These facial tissues are soft, yet durable. ( ) ( ) ___(68) 4. Kleenex Regulars come in convenient space—saver boxes. ( ) ( ) ___(69) 5. Nan—Size tissues are three layers thick. ( ) ( ) ___(70) 6. These facial tissues are available in a variety of colors. ( ) ( ) (71) 7 These tissues are available in _- single or double—quantity boxes. ( ) ( ) (72) 8. Man-Size tissues are twelve ——— inches square. ( ) ( ) BEECHNUT 5 MINT CHEWING GUN COMMERCIAL Egg MAYBE .___(73) 1. This gum is as sweet as candy. ( ) ( ) (74) 2 This gum comes in five '——* different flavors. ( ) ( ) (75) 3. This gum stays moist -— ———' never dries out. ( ) ( ) (76) 4. This gum is brand new I—-' from Beechnut. ( ) ( ) (77) 5. This gum is available in I—— the regular or sugarless varieties. ( ) ( ) (78) 6. This gum helps keep teeth “'- white. ( ) ( ) (79) 7. This gum has a refreshing and -—- long-lasting flavor. ( ) ( ) (80) 8. This gum has a fresh fruit flavor. ( ) ( ) . ..-. .. H--....... . . . . .is. , ....._ .__...- . _- on.-. -.- .- --..--.. u...- —’ U . A A I ‘ . n J v . . o . V 1 ' I . ‘ . ....--. . - , . .. ._.. .7“..- -.....--... t- a -a-......_....... . ~ . ‘ l a o . , . . . I U . . . . o ‘ ‘ ‘ 7 ‘ . y . i I I. -..._.-- a -., .-. .- H .7 ... .....fi - .. , ~ .. .. f"... ..... .—..---....------ . __,.... 7---..." -. - . . . . A u u I ‘ ‘ , ‘. I V .—...._..._. . \ ‘ . .-_.._i..- Q .~. -..._ . ‘ I , . ‘ , 1...... . i , . . 4 . , . - . , ‘~ I » _ .. - , . .‘ I o v i V ' y - | > . . ~ DO NOT HRITE IN THIS (COLUMN #1402 77:?)— MIN IIHI AAAAA KR C'KAJN‘ AAAAA N-L—L-LA O\OCD\)O\ Vvvvv Second Questionnaire TV MESSAGE STUDY May 16’ 1966 Department of Advertising: MS may, 1966 NAME: LOCAL ADD.ESS: INSTRUCTIONS The purpose of the test below is to measure the meanings of certain things by having you judge them against a series of descriptive scales. Please make your judgments on the basis of what each concept means to you. Here is how to use the scales. Each scale has seven intervals, to give you an opportunity to show the intensity of your judgment. For example, if you judge FORD to be a Very Good car, place an "X" in the space next to Good. If you judge FORD to be Quite Good, put your "K" in the second space. If only Slightly Good, place it in the third space. If you feel FORD is neither Good nor Bad, or if you have no judgment one way or the other, place your ”X" in the center space. Likewise, if you feel FORD is Very Bad, put your "X" next to Bad; Quite Bad, second space; Ulightly Bad, the third space from Bad. FORD CAR BAD: : : : : : : :GOOD 3 2 1 O 1 2 3 Got the idea? Please rate each of the products below. Work fast, but do not skip any scales. o J JOHNSON Q KLEAR FLOOR WKX GOOD: : : : : : :BAD LOU QUALITY: : : : : : . :HIGH QUALITY EASY TO USE: : : : : : : :DIFFICULT TO USE LASTS SHORT TIME: : : : : : : :LASTS LONG TIME WOULD BUY IT: : ' : : : :WOULD NOT BUY IT KRAFT ENGLIS: ,1, F43 O t .. ”J L, L BAD: : : : . :GOOD PLEASANT TASTE: : : : : : . :UNPLEASANT TASTE UNRBFRESHING: -: : : : : : :REFRESHING LOW IN CALORIES: : : : :HIGH IN CALORIES WOULD NOT BUY IT: : : : : : : :WOULD BUY IT ‘ I n ' . . : . mu... -...--.....- n I ..-.-. --....._.. I O .... .o.. .- _-—- M...— _. __.-- -... WI--..-.. ..V_,..—.--. -_ ._ . , -._. ._......... - .< . - M- ~ g —.-—--r—-— e -.. .- , .. .-i._.. . ._. A .. _... . . — .r -_.‘.-— . .7 _ —--.. .*—--‘__ 5 ' . . o o a o , n a l , I C u , u n . . . .4.» .._, i I a. . . . .. . .. .- - ....v-....7‘ u - \. - n ‘ . . . n t ......4 - . . . ‘ ~ I 7 .. .... .M _.. A... . _ . . x u o - . . ___. .. .. -_.. ... . . _ . .>_. -—_ a. a r . . - . - ’ ‘ . 4.--..-— . i k . o a . . ‘ , ‘ , . . .4.. .....~-.. . . . u i y . . e . . ,I ., ,. . -v-.-" . n o . . Y o . , 7.. W 7 . _.. -> - ‘ - .__...-e.,- - . . 7 . . ‘ ~ ~ \ 7 l , . . . n . ‘ .- ....- .7. - . «A. -.-. ‘ POST 3. ‘LL P E{;‘L BITS GOOD'. : : :B_iD UNPLEISINT TASTE : HIGH NUTRITION. : HIGH IN CALORIES: : : HOULD BUY IT: - SUNB; O a o O O O O a : : :PLEASANT TASTE : : :LOW NUTRITION : :LOU IN CALORIES : : :UOULD NOT BUY IT AM ELECTRIC KNIFE BAD: : 2 HIGH QUALITY: : ' : : :GOOD :LOU QUALITY UNDEPENDABLE : : ; :DEPENDABLE HIGH P JRFORNANCZ: :LOU PERFORI-IANC E WOULD NOT BUY IT: : :UOULD BUY IT GRAVY TRAIN DOG FOOD GOOD: :BAD UNPLEASANT TASTE: : : : :PLEASANT TASTE HIGH NUTRITION: :LOU NUTRITION GIVE' S LOU EN3RGY: :GIVES HIGH ENERGY UOULD BUY IT: : : :UOULD NOT BUY IT How Often Do You Use: Always Sometimes Never JOHNSON°S KLEAR FLOOR WAX I ) ( ) KRAFT ENGLISH TOFFEE ( ) ( ) ( ) POST ALPHA BITS ( ) ( ) ( ) SUNBEAM ELECTRIC KNIFE ( ) ( ) ( ) GRAVY TRAIN DOG FOOD ( ) ( ) ( ) s T O P! AND WAIT FOR FURTHER INSTRUCTIONS. #\3 You will now see a commercial for each of these products. We are interested in your reactions to each commercial at two different times it is over. Again, -— once during the commercial, and once after the space next to Intere sting is for Very Interesting, and the space next to Dull is for Very Dull. JOII‘ISON' S KLEAR FLOOR Interesting: : : : : :Dull Interesting: : : : ° :Dull KRiFT ENGLISH TOFFEE COMMERCIAL Interesting: : : :Dull Interesting: : : : :Dull POST ALPHA BITS COMMERCIAL Interesting: : : ' : - :Dull Interesting: : : :Dull SUNBEAM ELECTRIC KNIFE CONNERCIAL Interesting: : : : : :Dull Interesting: : : : :Dull GRAVY TR- iIN Interesting: DOG FOOD COMMERCLIL :Dull Interesting. : : :Dull ".7. .0 .. . »-4——--—u~ ~.<--“”rn I . 4-7 .— - a - n w. - 4 _.__ . -.- ~. -. e o , »,_., ’1-4§‘ w--,”—.—-—.—- .3...“ -~.~ v , . u \ . u A t I . *-— -, .-_.....—.._..._- —-——-.—- '1 "1 DO NOT WRITE IN THIS COLUMN ____(49) ___150) ___I51) ___I52) ___(53) ___(54) ___(55) ___(56) Below are lists of sales points —- some of which were in the commercials you just saw, and some of which were Egg. Indicate in the spaces provided, the sales points which you are SURE were in the commercials, those which you think MIGHT HAVE BEEN in the commercials, and those which you are quite certain were NOT in the commercials. Don't think back to similar commercials which you may have seen elsewhere; think only of the commercials you just saw. Please do not omit any items. JOHNSON'S KLEAR FLOOR WAX COMMERCIAL YES MAYBE NO 1. This floor wax never yellows asphalt tile. ( ) 2. This floor wax adds depth to floors. ( ) 3. This floor wax is made with an old, but reliable formula. ( ) u. Re~waxing is easy, thanks to a new applicator. ( ) 5. This floor wax gives a long- lasting shine with just one coat. ( ) 6. This floor wax is especially good for vinyl tile. ( ) 7. This floor wax is scuff-resistant. ( ) 8. This floor wax dries as clear as glass. ( V A V A V KRAFT ENGLISH TOFFEE COMMERCIAL YES MAYBE N2 1. This toffee is made with pure sweet cream. ( ) ( ) ( ) 2. This toffee has the original English flavor. _ ( ) ( ) ( ) 3. This toffee comes in five distinct flavors. ( ) ( ) ( ) 4. This toffee is extra chewy- ( ) ( ) ( ) 5. This toffee sells for just 39¢ a box. ( ) ( ) ( ) 6. This toffee comes in new party boxes. ( ) ( ) ( ) 7. This toffee comes in different-sized pieces. ( ) ( ) ( ) 8. This toffee is made in England. ( ) ( ) ( ) -' ,. o! \ I, . y. n a \ o.. . 1 « n . I hafim -.~—. -‘W-. m...“ --,...., o... . ~ . ‘ ‘ a . j v D p I . . . . . . ..... --.. .... I O . . . . . . . , . . . ' - — .g I - . . - . - m~u~..—o-~.~..-m.....~a.a-w~u~m~~o~.~u.-.u.«wn~ei\0-- ‘54.». 'l o v ‘ ‘ A C u -.< . ' i . . . I ‘ I . ‘. . J .. “.a-< - .. -—~_ _.' a ... . r 1 . ' ‘ - . ' J | . . ,‘ O a D -u—v‘n u U. 1‘ .A e ‘ . Q ‘2 . . V l V I «J I. ' l ‘ I1"' .- . C! O A .....--s* o , l . O o I . I . s I I n \ O I , I o . . . v ' a .-...—--_.. . 3..- A .— s . k- -- \ D ‘ . - ~.-——-— . -- v \ ~-.- - _-.__,.‘ (62) (63) (64) ___(65) ___<66) ___<67> ____<68) __<69) ____<70) ____<71) __<72> N (\J 00% O‘xU‘k Pb.) CD\7 O\UI {:K») N GOV O\U‘\ PK») POST ALPHA BITS COMMERCIAL This cereal provides as much energy as a full meal. ( ) This cereal is priced the same as other Post cereals. ( ) Alpha Bits cost less if you buy two boxes. ( ) Alpha Bits are shaped in letters from A to Z. ( ) This cereal is available in the Regular or new Family Size. ( ) This cereal has more vitamins and minerals than other dry cereals. ( ) Alpha Bits are sugar- frosted. ( ) Alpha Bits are crispy. ( ) SUNBEAM ELECTRIC KNIFE COMMERCIAL YES This knife can be used —~— indoors or outdoors. ( ) This knife slices, cuts, and peels, equally well. ) This knife automatically recharges in its storage rack. The tungsten tip of this knife ( stays sharp for years. ( ) ( A This knife comes with a two—year guarantee. This knife is lightweight and easy to use. ( ) The blade of this knife is sharp to the very tip. ( ) This knife comes in both cord and cordless models. ( ) GRAVY TRAIN DOG FOOD COMMERCIAL YES. This dog food is now available at a new low price. ( ) This dog food consists of crunchy bite—sized chunks. ( ) This dog food comes in three different flavors. ( ) This dog food has high nutritive value. ( ) This dog food makes its own gravy. ( ) This dog food gives coats a new gloss. ( ) This dog food gives eyes a new shine. ( ) This dog food is available in 5-pound or 25-pound bags. ( ) MAKES ( ( ( MAYBE ( ( MAYBE ( ( ) ) ) ) ) ) ) NO NO Mw-. ......_ ..-.-o ..7 - -. -..—---»-—._.-.—-_.._, ,._.7 _ I o '0‘ c s n . ._,-,___.. .,_.._ ,i. .. < _ - 3 O l O - ._._._.L-. .-,_._ _ —-..... .. ..- “a...— -L, I - -...-.- I ..... _. _._- . - -_- ‘-—-- _ __ ,3— ..- _.--, .__..F --« > ’m~_. -— .. .m. Foam--- APPENDIX B COLOR COMMERCIAL COSTS, PROGRAM AND COMMERCIAL EFFECTIVENESS LIST OF ADVERTISERS 7O 71 COST OF COLOR TELEVISION COMMERCIALS Cost Factor B/W Color Crew $1500 $1500 Studio Rental 350 350 Sets and Props 500 500 Color Corrections 200 A00 Designer (Settings) 200 200 Stylist (Costumes) 200 200 Raw Stock, Lab Work 350 700 Equipment 250 250 Subsistance 75 75 Shipping and Trucking 75 75 Film Editing 700 700 Transfer 150 150 Fine Grains 100 500 Titles and Preliminary 200 200 Mattes 250 350 Animation Segment 2160 2700 Optical Negative 400 600 Contact Prints, Masters 50 100 Miscellaneous 50 50 Overhead and Profit 3360 4110 Total $11,120 $13,660 Source: "How Not to Shoot a Color Commercial," Sponsor, XIX, NET 4 (August 9, 1965), p. M9. WITH MEDIA COSTS 1 Daytime 1 Evening Minute-— Minute-- 25 Spot 13 Weeks 13 Weeks Markets $6,000 $39,000 13 Weeks Per Minute Per Minute (6-P1an) Media Cost $78,000 $507,000 $700,000 B/W Production Cost 15,000 15,000 25,000 Color Production Cost 20,000 20,000 33,000 B/W Prints 215 215 667 Color Prints 618 618 2,677 Total B/W $93,215 $522,215 $725,667 Total Color $98,618 $527,618 $735,677 Color Plus 6% 1% 1% Source: "Color Television--Today," Report prepared by Foote, Cone & Belding, Chicago, June, 1965. 72 COLOR TELEVISION AUDIENCE STUDY: Trendex Five—City Study May, 1959 AVERAGE NUMBER OF VIEWERS PER 100 TV HOMES Color Program B/W Color Advantage Steve Allen 26 A9 88% Dinah Shore A5 108 1A0% Arthur Murray A8 82 71% Perry Como 51 100 96% Average A2 85 102% AVERAGE NUMBER OF VIEWERS PER 100 TV HOMES BY MARKET SIZE Color City B/W Color Advantage Boston 37 8A 127% Chicago 37 72 95% Omaha A0 86 115% Milwaukee 5A 115 113% Philadelphia 53 103 9A% Source: "Color Television Today." Report prepared by Young and Rubicam, New York, July 6, 1965. 73 IMPACT STUDY FOR CROSLEY BROADCASTING CORPORATION BURKE MARKETING RESEARCH, May, 1960 RATINGS Program B/W Color Ad32522ge Perry Como 31 A9 58% Dinah Shore 2A 52 117% Hall of Fame 16 32 100% Average 2A AA 83% An average of 2.9 viewers per color set, as-com- pared to 2.6 per black-and-white set, resulted in a further color advantage of 12% in Viewers. VIEWER RECALL OF DETAILS OF COMMERCIALS Color Commercial B/W Color Advantage Kraft Unaided 3% 7% 133% Aided A1% 55% 3A% Total AA% 62% A1% Chevrolet Unaided 6% 11% 83% Aided 38% AA% 16% Total AA% 55% 25% Hallmark Unaided 7% 11% 55% Aided 36% A9% 36% Total A3% 60% A0% Average Number of Viewers Correctly Recalling each Commercial AA% 59% 3A% 7A The following is a breakdown of unaided and aided recall for color and black-and-white commercials for Kraft: Black-and-White Color Commercial Unaided Aided Total Unaided' Aided Total Caramels 2% 29% 31% 9% 3A% A3% Mayonnaise 8% A1% A9% 17% A8% 65% Cracker Barrel Cheese 6% 38% A5% 11% 60% 71% Parkay Margarine 1% 38% 38% 5% 53% 58% Miracle Spread 1% A1% A1% 2% 59% 60% Spaghetti Dinner 2% A2% A3% A% 58% 61% Cheese Slices 1% AA% AA% 2% 57% 58% NUMBER OF DETAILS RECALLED PER 100 VIEWERS Commercial B/W Color Parkay Margarine AA 127 Spaghetti Dinner 106 198 75 In the case of the Chevrolet program, color again showed superiority in the number of viewers who recalled seeing the commercials, and in the number who said that the Corvair commercial made them want to buy a Corvair. NUMBER OF DETAILS RECALLED PER 100 VIEWERS Commercial B/W Color OK Used Cars 87 1A2 Corvair 71 125 Impala 19 36 For the Hall of Fame, sixty per cent of color viewers recalled seeing the commercials; black—and-white recollection was forty-four per cent. Again, more color viewers said the commercials made them want to buy Hall- mark cards. NUMBER OF DETAILS RECALLED PER 100 VIEWERS Commercials B/W Color Average: children's and adults' Easter cards and cards for 1A7 280 different occasions 76 Below is a further breakdown of commer Definitions Commercial Recall = average percentage dents who correctly recalled each Persuasiveness = average percentage of who said that the commercial made to buy the product advertised; Recall of Commercial Details = average of respondents who remembered one details of the commercial. cial recall. of respon- commercial; respondents them want percentage or more Kraft Kraft Commercial Recall B/W Color Commercial Recall Unaided 3% 7% Aided “1% 55% Total AA% 62% Persuasiveness 16% 28% Recall of Commercial Details 28% A9% Pictorial Comments Other than Color 2A% A2% Color Comments 2% 22% All Other Comments 19% 3A% Average Number of Specific Details Recalled per 100 Viewers 75 163 Chevrolet B/W Color Commercial Recall Unaided 6% 11% Aided 38% AA% Total AA% 55% Persuasiveness 8% 10% Recall of Commercial Details 28% 38% Pictorial Comments Other than Color 23% 29% Color Comments —- 10% All Other Comments 18% 26% Average Number of Specific Details Recalled per 100 Viewers 59 101 77 Hallmark Commercial Recall B/W Color Commercial Recall Unaided 7% 11% Aided 36% A9% Total A3% 60% Persuasiveness 15% 27% Recall of Commercial Details 2A% A1% Pictorial Comments Other than Color 19% 35% Color Comments -- 12% All Other Comments 15% 21% Average Number of Specific Details Recalled per 100 Viewers A3 9A Average Average Over Three Programs B/W Color Commercial Recall Unaided Aided Total Persuasiveness Recall of Commercial Details Pictorial Comments Other than Color Color Comments All Other Comments Average Number of Specific Details Recalled per 100 Viewers 5% 10% 39% A9% AA% 59% 13% 22% 27% A3% 22% 35% -— 15% 17% 27% 61 119 78 PORTION OF PROGRAMS WATCHED Portion Watched Perry Como Perry Como B/W Color Watched Entire Program 32% A9% Watched More Than Half 21% 32% Watched Less Than Half A5% 21% Watched Watched Watched Entire Program More Than Half Less Than Half Dinah Shore Dinah Shore B/W Color 36% 6A% 18% 13% A6% 23% Hall of Fame Hall of Fame B/W Color Watched Entire Program 57% 67% Watched More Than Half 18% 13% Watched Less Than Half 2A% 21% Average Average B/W Color Watched Entire Program A2% 60% Watched More Than Half 19% 19% Watched Less Than Half 39% 21% Source: "Color Television." Report prepared by Ted Bates & Company, New York, May, 1965. 79 NBC IMPACT STUDY (January, 1961) After the 1960 Crosley study examined recall for color commercials in color programs, NBC looked at color commercials in a black—and-white program: WAGON TRAIN. COLOR COMMERCIALS IN BLACK-AND-WHITE PROGRAM B/W Color Color Sets Sets Advantage Program Rating 25 33 32% Viewers Who Reported Seeing Commercials 52% 60% 15% Viewers Who Thought that Salem Commercials were Better than Average Cigarette Commercials 6A% 70% 9% Source: Report on color television prepared by NBC, New York. 80. NETWORK COLOR ADVERTISERS* Appliance Manufacturers Diversified MaJor Corporations Admiral Corning DuPont General Electric Hotpoint (G.E.) Kodak Motorola Polaroid RCA Revere Camera Singer Sunbeam Timex Westclox Zenith Automobile Manufacturers AT&T Borg-Warner International Harvester Kaiser Aluminum Kimberly-Clark 3M Reynolds Metals Textron Xerox Drugs and Cosmetics and Products American Motors Buick (General Motors) Chevrolet (G.M.) Chrysler Corporation Firestone Ford Motor Company Goodyear Tire Hertz Kaiser Jeep Pontiac (G.M.) Abbot Labs (Sucaryl) Alka Seltzer Avon Bayer British Sterling Bufferin Chap-Ans Clairol Curad Currier & Ives Doan's Pills Dristan F&F (Throat Lozenges) A-Way Tablets Geritol Gillette Glenbrook Labs Prestone Hazel Bishop Simoniz Jergen's Volkswagen Kleenex Zerex Lavoris Lehn & Fink Clothing Manufacturers Listerine Disney £32818 Cream aymar Speidel gax Factor Wolverine Shoes MiqginLabs “Source: "Color Advertiser List Growing, Growing," Sponsor, XX, No. A (February 21, 1966), pp. 72-73. 81 Drugs and Cosmetics Food, Beveraggs, and (continued) Household Products (continued) New Dawn (Clairol) Hunts Nytol Imperial Margarine Respond Jell-O Revlon Jiffy Roi Tan K2R Romilar CF Kraft Shulton Lever Brothers Toni Libby's Tussy (L&F) Lux Upjohn Maxwell House Vicks Mazola Metrecal Food, Beverages, and Miller Brewing Household Products Motts Alcoa Mr. Bubble Alpo-Allen Products Nabisco American Dairy Ocean Spray Awake Pepsi Cola Borax Peter Pan Borden's Pillsbury Brach's Pine Sol Breast O'Chicken Purex Purina Bruce Wax Quaker Oats Ezdweiser Score (Colgate) gon Campbell Soup gcott Paper Capn Crunch SEED ' Carnation 7aggeant s Spray Chef Boy-Ar—Dee Chiffon Smucker's Snowy Bleach h -Ki C un ng Sperry & Hutchinson Coca Cola Standard Brands Colgate St Ki Columbian Coffee S ail St Continental Baking un St Sunsweet Crisco Top Job Del Monte Vermont Main Dial W 1 h Dove We C Florida Citrus 9350“ F it —L Gaings ay Gasoline Companies General Foods Citgo General Mills Gulf Gold Seal Humble Oil-—Esso Green Giant Shell Randi-Wrap Sunoco Hawaiian Punch Texaco Heinz 82 Home Furnishing Products Toy Manufacturers Armstrong Cork American Character Celanese Hasbro Toys Chemstrand Mattel Georgia Pacific Homelite Miscellaneous HziiifieWall Encyclopedia Britannica FTD Florists Masonite Formica Mohawk Carpet Hallmark Ozite Holliday Inn SCOttS Seed National Observer Oster Insurance Companies United Airlines Aetna United States Plywood Inst. Life Insurance United States Steel Insurance Company of Voice of Music North America Vu-Master Kemper Mutual of Omaha Savings and Loan Union Central Life Insurance ' Tobacco Products Camels Carlton Consolidated Cigar Continental Cigar Half & Half Filters Kent Kools Lark L&M Lucky Strike Montclair Newport Old Gold Pall Mall Salem Tareyton Tempo Winston White Owl APPENDIX C TIME INVOLVED IN COLOR COMMERCIAL PRODUCTION 83 ”if; 8A COMMERCIAL PRODUCTION TIMETABLE Simple Complex B/W Color Color Selection of Negative 1 day 1 day 1 day Printing and Processing 1 day 1 day 1 day Layout for Shooting 1 day 1 day 1 day Cinex Tests none 1 day 1 day Shooting of Optical 1-3 days 1 day A days Development of Negative and Making of Fast Print 1 day 1 day 1 day Answer Print 1 day 5 days 5 days One Corrected Print 1 day 3-5 days 3—5 days Total Working Days 7-10 1A—16 17—19 days days days Source: "Agencies Work Overtime to Meet Color Demands," Sponsor, XX, No. A (February 21, 1966), p. 81. APPENDIX D COLOR SET PENETRATION, MARKETS, FACILITIES, PROGRAMING, AUDIENCE DEMOGRAPHICS 85 86 BLACK-AND-WHITE AND COLOR TELEVISION SETS IN USE BY YEAR B/W Color Color Year Sets in Use Sets in Use Penetration 19A6 10,000 19A? 16,000 19A8 190,000 19A9 1,000,000 1950 A,000,000 1951 10,600,000 1952 15,800,000 1953 21,200,000 195A 27,300,000 10,000 1955 32,500,000 50,000 1956 130,000 1957 220,000 1958 300,000 3 1959 u00,000 .3 1960 520,000 . 1961 , 700,000 ! 1962 1,000,000 - 1963 1,600,000 1964 2,800,000 1965 5,500,000 1966* 7,670,000 1A.1% 1967* 10,970,000 19.9% 1968* 1A,770,000 26.3% 1969* 18,850,000 32.9% 1970* 23,330,000 40.0% *Estimate Source: "Color Television Today," Report prepared by Young & Rubicam, New York, July 6, 1965; "Happiness and Headaches," Sponsor, XX, No. A (February 21, 1966), p. 50; "Color Television," Report prepared by Ted Bates & Company, New York, May, 1965. SOurce: 87 TOP FIFTY COLOR TELEVISION MARKETS IN 1965 (DNQWEUOFUH New York-Newark Los Angeles Chicago Philadelphia Cincinnati San Francisco Detroit Milwaukee Minneapolis-St. Paul Washington Cleveland Boston Indianapolis Baltimore Pittsburgh Dallas-Fort Worth St. Louis Miami Columbus Lancaster—Harrisburg—York Atlanta Dayton Omaha Hartford-New Haven Portland, Oregon Kansas City New Orleans Houston San Diego Seattle-Tacoma Kalamazoo-Grand Rapids Buffalo Albany—Schenectady—Troy Oklahoma City Providence Syracuse Flint-Saginaw—Bay City Denver Sacramento Louisville Wilkes-Barre-Scranton Davenport-Rock Island Greenville-Asheville-Spartanburg Charlotte San Antonio Salt Lake City Huntington-Charleston Johnstown-Altoona Greensboro-Winston Salem Tampa-St. Petersburg "Color Television Today," Report prepared by Young & Rubicam, New York, July 6, 1965. fl 88 COLOR TELEVISION PROGRAMING AND TRANSMISSION FACILITIES, Percentage of CapaPity Stations Rebroadcast of Network Color 88% Color Film Transmission 55%* Local Live Color Transmission 11%“* Color Tape Facilities 26%*** Color Slides 53% *Another 5% is promised shortly. HAnother 6% is in the making. ***Another 8% is planned. HOURS OF NETWORK COLOR CASTING Year NBC CBS & ABC Total 195A-55 68 A6* 11A 1955-56 216 A8“ 268 1956-57 A86 7A* 560 1957-58 6A7 53* 700 1958-59 668 2A* 692 1959-60 72A 10* 73A 1960-61 1034 5* 1039 1961—62 1650 0 1650 1962-63 1910 29** 1939 1963—6A 2000 12A** 212A 1964-65 2300 20A** 2AOA 1965—66 5A00 850*** 6250 ‘_._. *Entirely CBS. **A1most entirely ABC. ***About evenly divided between CBS and ABC. Source: "Color Television Today," Report prepared by Young and Rubicam, New York, July 6, 1965. 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