Viewers will Pick MVP of Super Bowl Commercials.-- Research Firm Conducting National Study to Determine Winning Ad -- FLEMINGTON, N.J. -- HCD HCD Housing and Community Development HCD Hardware Configuration Definition (IBM mainframes) HCD Human Capacity Development HCD Health Care Delivery HCD Hockey Club Davos (Swiss Ice Hockey Club) Research will conduct a national study the night of the Super Bowl to rate the commercials and announce the winning ad on Monday. The two-phase research will consist of an initial qualitative phase in which a panel of noted advertising and marketing professors and ad agency executives will view each commercial. After viewing the commercials, they will rank them using various parameters. Among the panel members are: Arthur J. Kover, Ph.D., former editor of the Journal of Advertising Research and Yale Management Fellow Stuart Kreisman, Emmy Award-winning writer/producer Jim Gaylord, former vice president of international marketing research, Fox Studios Christopher Borick, Ph.D., director, Muhlenberg College Muhlenberg College is a private liberal arts college located in Allentown, Pennsylvania, in the United States. Founded in 1848, Muhlenberg is historically affiliated with the Evangelical Lutheran Church in America, but maintains a religiously diverse student body. Institute of Public Opinion Larry Iaquinto, president and chief operating officer Chief Operating Officer (COO) The officer of a firm responsible for day-to-day management, usually the president or an executive vice-president. , IHC IHC Immunohistochemistry IHC Intermountain Health Care IHC Inner Hair Cells IHC International Harvester Company IHC Internet Healthcare Coalition IHC Indian Head Cent IHC Interactive Health Communication IHC International Hurricane Center Group Steve Feinberg Stephen A. Feinberg (March 29, 1960 - ) is an American businessman active in the field of private equity. He is the founder and head of Cerberus Capital Management. Early life Feinberg was born in Spring Valley, New York, a relatively poor suburb of New York City. , creative director, The Seiden Agency Paul Brala. Ph.D., clinical psychologist psy·chol·o·gist n. A person trained and educated to perform psychological research, testing, and therapy. psychologist Each commercial will be assigned a value based on the mean of the responses for each advertisement. The top six advertisements in phase one will be inserted into a web survey and sent to a national representative sample of more than 600 Americans. In this phase, responders will answer questions regarding their perceptions of the ads and will also utilize an automated au·to·mate v. au·to·mat·ed, au·to·mat·ing, au·to·mates v.tr. 1. To convert to automatic operation: automate a factory. 2. response system which allows them to indicate their level of interest in half-second intervals as they watch a commercial. The results will be averaged for each half second and transformed into curves which indicate the portions of the commercial that generated the high and low levels of interest. The curves will be used as part of a metric that will be calculated to rank the six advertisements and select the winning 2007 Super Bowl advertisement. Editors/Reporters: For more information on the ad testing, or to speak with Glenn Kessler, managing partner, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based marketing and communications research. For additional information on HCD Research, access the company's web site at www.hcdi.net or call HCD Research at 908-788-9393. |
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