Kevin J. Clancy

The marketing revolution : a radical manifesto for dominating the marketplace

The top executives of one of the worlds most influential marketing research and consulting firms take companies to the forefront of the marketplace. Clancy and Shulman establish new guidelines that will replace the pseudo-science of death-wish marketing and seat-of-the-pants research with intelligent marketing.

Television program involvement and advertising response: some unsettling implications for copy research

Considers the long‐standing debate over media effects on advertising performance, in particular the effects of television advertising material. Argues that the attentiveness towards involving programme material, rather than immediately dissipating with the onset of commercial breaks, remains activated to some extent, producing a positive effect on commercial performance. Provides a summary of the evidence and reports on research findings.

Copy testing methods and measures favored by top ad agency and advertising executives

Many changes in advertising copy testing methods have developed in the last decade. A survey of advertising agency and advertising executives was conducted to learn the relative popularity of these methods and to draw comparisons with an earlier survey done in the mid-1960s by the American Association of Advertising Agencies. The survey also inquired into the factors upon which these preferences have developed, as well as the relative influence of advertising agency personnel in the selection of testing methods, compared to their clients. Some evidence was found that preference for certain testing methods by advertising executives is a function of the product category in which they operate.