An empirical application of multidimensional scaling to advertising pretesting

One of the least-managed aspects of advertising management may well be that of effectiveness measurement. The problem of obtaining satisfactory indications of advertising effectiveness is particularly critical in pretesting since the rationale for pretesting is to evaluate advertisements before their release for broadscale media distribution. Therefore, the primary purpose of the research reported here is to provide empirical evidence of the value of multidimensional scaling methods to pretesting advertising. The article demonstrates how nonmetric methodology obviates the disadvantages of such methods as consumer jury tests and rating scales. A secondary purpose of the research project is to demonstrate the value of pretesting itself by comparing the perceptions of target market consumers with those of selected group of advertising professionals.     

A Note on the Hyperbolic-Secant Distribution

This note discusses briefly some basic properties of the hyperbolic-secant distribution (e.g., Johnson and Kotz 1970; Manoukian 1986; Perks 1932; Talacko 1956), which has not received sufficient attention in the published literature, and may be useful for students and practitioners.