What Can One Exposure Do?
基于单源数据的TRI-NET测试发现，一次广告曝光就能产生显著效果，这挑战了传统广告测试的认知，并建议将更多资源投入创意过程以制作更多备选广告。
Recent findings from single-source data document a potent single exposure effect. Single exposure effects have been central to most copy-testing systems, but many advertisers have regarded this as a fundamental weakness of copy testing and, for some, reason to avoid it.The decision by General Mills to release the findings of a large number of on-air “real world” tests (TRI-NET) now brings forward even more exciting evidence of the potential of a single exposure. The data dramatize:the extraordinary immediate power of great advertisingthe weakness of judgment alone in selecting this advertisingthe ability of sound research to identify advertising that worksFurthermore, these TRI-NET findings contain the seeds of an entirely different advertising management strategy. They suggest that we allocate far more of our resources to the creative process and that these resources be used to create many more alternative commercials, validate our research methods, and use this improving research process to evaluate the alternatives.