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The Advertising Educational Foundation has developed audio visual materials which are specially designed to help professors and students in their daily classroom work and corporations in their training programs.

Available Videos:

Behind The Scenes: The Advertising Process at Work
Released in 1990, this documentary captures the development of three advertising campaigns and illustrates the range and diversity of talent and expertise involved in the creative process via the advertisers and their ad agencies:

  1. Introduction

  2. Johnson & Johnson's Acuvue Disposable Contact Lens (Lowe Lintas)

  3. Kraft General Foods' Jell-O Gelatin Dessert (Young & Rubicam)

  4. Coca-Cola Classic (McCann-Erickson Worldwide)

  5. Credits

Good-Bye Guesswork: How Research Guides Today's Advertisers
Released in 1995, and winner of four awards for creative excellence, this video-documentary illustrates some of the research techniques used in the development and evaluation of new advertising for three products. This video was made possible by a gift from the General Mills Foundation.

  1. Introduction

  2. Campbell Soup Company's V8 Juice (FCB)

  3. Maidenform (Ogilvy & Mather)

  4. AT&T "800" Service Portability (McCann-Erickson Worldwide)

  5. Credits


The Advertising Educational Foundation sponsored two major studies: one on the comprehension/miscomprehension of television communications and one on the same subject for print communications. In both studies, advertising and all other communications were tested in order to provide broad communication benchmarks and comparative results for study and analysis.

The results have been presented to academia, industry and government groups. The most influential presentation was made to the Federal Trade Commission. The Magazine study reinforced the Television study in demonstrating that there is no such thing as zero miscomprehension.

Experience shows that studies such as these lead to further studies by scholars and have a direct effect on the teaching of advertising and journalism.

Miscomprehension of Televised Communications

This landmark study, directed by Professor Jacob Jacoby of New York University, measures the extent and nature of viewer miscomprehension of various types of television programming, including advertising.

The Comprehension and Miscomprehension of Print Communications

This study, a sequel to the television study, investigates the comprehension and miscomprehension of print communications of advertising and editorial in magazines.

The videotapes: Good-Bye Guesswork and Behind the Scenes may be purchased directly through AEF: Each is $15.50 (VHS 1/2" cassette).

The research studies are for purchase. The cost per study is $5.00.

All prices include ground shipping within the U.S. There is an extra charge for orders outside of the U.S.

To order any of these items, please enclose your shipping address and a check or money order payable to:
The Advertising Educational Foundation
220 East 42nd Street, Suite 3300, New York, NY 10017-5806