Campaigns & Elections - August 2007 - (Page 43)

At HCD Research, we combine traditional and web-based tools to conduct non-partisan research to measure voter reactions to candidates’ advertisements, debates, direct mail communications and speeches. As a result of our ongoing political ad testing and communications research, we have developed the largest normative database for quantitative political ad testing in the U.S. We employ proprietary web-based tools to obtain comprehensive, meaningful research for customers. HCD Research has leveraged its experience during the 2004 presidential campaign to measure the effectiveness of broadcast and print ads for private and political organizations. Recently, we received a 2007 Pollie Award for using our innovative webbased technology to test broadcast ads. HCD Politics HCD Politics is a division of HCD Research, which conducted non-partisan polling studies and advertising testing throughout the 2004 Presidential election to measure voter reactions to the candidates’ advertisements and speeches. HCD Politics is offering its research services to all of the mainstream parties. Eye-Tracking System HCD Research uses a mobile eyetracking system to help companies measure the effectiveness of their existing print advertisements and assist them in testing new ads. The system pinpoints elements of an ad that attracted the viewers’ attention ﬁrst, and map where the viewers’ eyes traveled while viewing the ad for six seconds. The eye-tracking system is a valuable tool for determining the optimal placement of graphics and copy within an ad in order to communicate the main message more quickly and effectively. MediaCurves.com Media Curves provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements. Media Curves conducts national studies to obtain Americans’ views on advertisements, talk show appearances by political ﬁgures, and controversial statements by actors, actresses, political ﬁgures and sports personalities. 3. Responses are recorded in quarter-second intervals, and the mean of all responses is reported in the form of curves, which indicate levels of believability and interest for different segments (e.g. political party afﬁliation). We also use the Ayer Emotion Battery (AEB) to measure the mood and emotional impact of advertising. The emotional battery test captures the feelings of participants as they view advertising, which is a critical element that often inﬂuences voter behavior. 4. Campaign consultants can obtain realtime feedback on the believability and effectiveness of the media, down to second-by-second reactions to the media, allowing them to make quick adjustments to ensure the desired impact. http://MediaCurves.com

Table of Contents Feed for the Digital Edition of Campaigns & Elections - August 2007

Cover Contents Editor’s Note Ames Straw Poll Cavalcade; Last Candidate Standing; The New Dollar-A-Year Guy; Web Videos That Can Change the Election Across State Lines: Campaign News from Around the Country People and Organizations Movers and Shakers: Ten Questions for Matthew Taylor and Philip de Vellis Campaign Consultant Sign-Ups Reel Time Cover Story: Building Blocks From Madison Avenue to K Street Money Can’t Buy Votes Dick Cheney: Roll Model for Millions Ames: Still Weird, Still Important How to Do Tougher, Quicker Crisis Management Online Cause-Based SocNets Lure Issue Voters The Great Exaggeration Why Primetime TV is Alive and Well, Politically Speaking Buyer’s Guide Tips for Toeing the Fine Line Between Employment, Friendship Managing Your Friend’s Campaign? Think ‘Consigliore’ Off The Record

Campaigns & Elections - August 2007

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