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Gauging the Emotional Impact of Advertisements
The AEB (Ayer Emotional Battery) is an add-on tool that works to measure the mood
and emotional impact of advertising. The AEB captures feelings of participants
as they view advertising. Used in conjunction with HCD Research AdverTest™
and HCD Research AdverTrak™, the AEB provides marketers with immediate,
interactive insight into customer preferences for promotional material in print
or animated storyboard formats.
The AEB is a valuable research tool because emotions play a critical role in
influencing the behavior of professionals and consumers. It is also particularly
well-suited for DTC (direct-to-consumer) advertising research and testing.
The AEB was developed by the former NW Ayer Advertising agency in the 1980s
to understand the emotional impact of effective advertising. Ayer validated
the elements with a nationally representative sample using 45 separate advertisements.
The agency subsequently granted rights to the measurement tool for research
outside the firm.
We have successfully used the AEB to enhance HCD AdverTest and our other advertising
research services, HCD Research Message Optimizer™ and HCD AdverTrak.™
Printable brochure (PDF): Web-based
Advertising Research Services
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