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.
Please note: these videos are to be used as historical reference and do not necessarily reflect current best practices.
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.