An economical technique for pretesting communications compaigns

Abstract

Found that measures of 70 male undergraduate viewers' interest in filmed public service announcements prepared for TV broadcasts have a rank correlation coefficient of .78 with similar measures of interest in 2-sentence summaries of the messages contained in those announcements. This demonstrates that pretesting for communications campaigns can be accomplished without going to the expense of preparing messages in their final form or using the ultimate medium. (PsycInfo Database Record (c) 2025 APA, all rights reserved)