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.
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.
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
shows that studies such as these lead to further studies by
scholars and have a direct effect on the teaching of advertising
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.
This study, a sequel to the television study,
investigates the comprehension and miscomprehension of print
communications of advertising and editorial in magazines.
Good-Bye Guesswork and Behind the Scenes may
be purchased directly through AEF: Each is $15.50
(VHS 1/2" cassette).
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.
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