I had a very similar job. We stuck new spots in old shows, showed them to a
group of respondents, and administered surveys afterwards to test the
effectiveness of the commercial. One of my duties was to paste the new
commercials in over the top of last week's batch. So I would fast-forward
through 10 minutes or so of a discarded ABC pilot from 1987 about a female
mayor's office in a big city, cut in a commercial for Axe body spray (not
that, but something similar), then fast-forward to the next commercial
break.
When I would leave for lunch, I would get a headache as soon as I stepped
out the front door from all the natural light and non-fast-forwarded
reality. That lasted about 6 months.
Interesting thing I learned from that job is that almost every big brand
commercial you see has gone through similarly rigorous testing for several
months before they actually air it. They test the first draft, make
changes, test again, make changes, on and on until they get they're desired
% of positive responses from the testing groups.
Think about that next time you're forced to sit through a shitty commercial.
Long live TiVo.
On 3/22/07, Rupert [EMAIL PROTECTED] wrote:
Jeez, I feel sorry for those viewers. I had a job 10+ years ago
where the advertising log at MTV broke down. They sat me in front of
a screen and made me fast forward through MTV to the commercials,
then note down what the commercials were for and how long they were.
Then I had to fast forward to the next commercials. So all I saw all
day was high speed MTV and adverts. It was like A Clockwork Orange.
I did it for a week before I quit. After the third day, I walked out
onto Oxford Street and suddenly threw up on their doorstep.
Still, it cured me of my MTV habit.
Rupert
http://www.fatgirlinohio.org
http://www.crowdabout.us/fatgirlinohio/myshow/
On 22 Mar 2007, at 09:24, joshpaul wrote:
Seriously:
http://tinyurl.com/39wysr
To quote some of the article:
The network last week received the results of its first dip into the
world of neurophysiology -- examining brain waves, galvanic skin
response and eye movement of TV viewers. NBC used an episode of
Heroes to find out what viewers comprehend of ads when they
fast-forward past them on DVRs.
There's so much to say, and I just don't have the brain power to get
it out right now...I need sleep.
--
joshpaul
o: 818-237-5200
c: 818-667-0900
w: joshpaul.com
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--
Adam Quirk
Wreck Salvage
551.208.4644
Brooklyn, NY
http://wreckandsalvage.com
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