Working Paper
Realtime Response Measures of Television Commercials: Reliability, Construct Validity, New Approaches to Wearout, and Potential Applications for Pretesting
Jan 1, 1992
Tests the reliability and construct validity of a system designed by the author (which uses a scale of 0 to 100 and measures in units of one-fifth of a second) to redefine advertising wearout and wearin.