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Branded Memory

by Charles E. Young

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The Advertising Research Handbook

by Charles E. Young

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How to Analyze an Ad

by Charles E. Young

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Deep-seated and long-lasting: Memory’s role in creating the future of brands

A comparison of findings from 2009 and 2017 studies sheds light on the nature of advertising, memory and brand-building

Eldaa Daily, Amy Shea and Charles Young

I see what you mean

Charles Young explains how visual based methods can help mitigate issues related to language and translation when conducting ad research with Hispanic consumers.

Charles E. Young

A Model for Predicting Advertising Quality As a Key to Driving Sales Growth

Big data shows ad quality is key to driving sales growth. Using McDonald's data collected over a 6-year period, Ameritest shows that stronger advertising creative quality is linked to higher same-store sales growth.

Charles E. Young and Adam Page

The Essence of An Ad

Ameritest partners with Sands Research to examine Volkswagen's Superbowl ad, "The Force," using Ameritest's Picture Sorts® and biometric techniques to gauge TV advertising effectiveness.

Charles E. Young

A Digital Taxonomy: There Is No Such Thing as a Digital Ad

Measuring the effectiveness of digital advertising must go beyond click-through rates and pixel tracking. Ameritest's Digital Taxonomy provides a complete framework by which to measure and fully understand digital ad performance, allowing for wise ad spend and strategic decision-making.

Abigail Dufay and Ratina Tandavan

The Search for Meaning

Use Ameritest's Flow of Meaning® to fully understand an ad's verbal and visual communication without the traditional limitations of language.

Charles E. Young

Touch Points

Of the five senses, touch is the first sensory system to develop and the last to leave us after taste, smell, sight and hearing have failed. In TV advertising, the power of touch conveys positive emotions about a brand.

Charles E. Young

Why Advertising Memories Fade

Ameritest's Flow of Attention® and Flow of Emotion® predict ads' long-term brand memories and explain why they fade.

Charles E. Young

Here's Looking At You - The Casablanca Story

Utilize an advertising research model that respects the crucial emotional element of the ad to optimize performance.

Charles E. Young and Amy Shea

Through the Eyes of Children

Evoking emotion through visuals is key to developing effective advertising for children.

Charles E. Young

Visual store checks are key to greater retail effectiveness

Learn how senior managers use research and a digital web portal to conduct "in-store" inspections without leaving their own desk.

Charles E. Young

This is your brain on advertising

New biometric research techniques including EEG measures of brain waves, galvanic skin response, heart rates, facial response, pupil dilation, and brain imaging such as fMRI, promise to bring new understanding of how TV commercials really work.

Charles E. Young and Dr. Stephen Sands

The Hardest Job of All (Close the sale)

The package is the last ad the consumer sees before buying the product and is most effective when its design engages the consumer emotionally, rationally and even physically.

Charles E. Young

Test Drive a Car Catalog

The car catalog is the last ad the consumers sees before buying the car and is most effective when it uses meaningful experiential and informational imagery.

Charles E. Young

Minding Music and Movies

Music has the ability to increase an ad's attention-getting power and more than double an ad's motivational power by uniquely engaging the audience to create a rich brand story.

Charles E. Young

Call the right play

Use Ameritest's Flow of Emotion® to determine the optimal location for the brand's entrance into the story of a TV ad.

Charles E. Young


Screen-to-face communication is very much like face-to-face communication. Through Co-Creativity, Ameritest explores the emotional transactions between a TV ad and viewer.

Charles E. Young

Multi-Platforming Engagement

Ameritest explores how strong emotional engagement with programming can magnify the engagement with embedded advertising.

Charles E. Young

Fast-Working Advertising

Ameritest's Picture Sorts® and Millward Brown's Interest Trace™ help explain the altered sense of time created by good advertising.

Charles Young

Fast Editing Speed and Commercial Performance

Complexity, Rhythmic Structure, and Peaks play a primary role in effective editing and advertising performance.

Charles Young

Four Memories

Use the four different types of memory systems (symantic, episodic, procedural, and physical) to strategically build brand value through advertising.

Charles E. Young

Finding the Creative Edge: Research as Flow

Ameritest advertising research techniques to help marketers find the sweet spot between stretching a brand's identity too far and not far enough.

Charles E. Young

The Advertising Magnifier Effect - an MTV Study

Strong emotional engagement with TV programming can magnify engagement with embedded advertising, impacting ad research measures such as recall, liking, motivation, and brand perceptions.

Todd Cunningham, Amy Shea Hall, and Charles E. Young

Aesthetic Emotion and Long-Term Ad Effects

Ameritest explores how audiences experience aesthetic emotion while watching an ad and how the phenomenon can be used to create a long-term impact.

Charles E. Young

One Size Fits (Almost) All

The Ameritest Model is an integrated ad testing approach that provides holistic insights across different advertising mediums (TV, print, digital, packaging, etc.)

Charles E. Young

Pick Your Peaks: How to improve the accuracy of Internet ad tracking

Ameritest's Flow of Attention® is the perfect tool for evaluating a TV ad's persuasion by mapping out how well the audience follows the storyline of the film.

Charles E. Young

Virtual Consumption

In TV ads, showing iconic images of the product consumption is an important component of emotional connection.

Charles E. Young

Five Learning Strategies for Improving Advertising Productivity

Follow these five "rules of thumb" to outsmart your competition and capitalize on advertising research that allows for ad creativity.

John Kastenholz and Charles E. Young

Taking A Page From the Offline World

Conducting print ad testing online improves costs and timing without sacrificing the accuracy of the results.

Charles E. Young

Focus and Fit: Keys to Well-branded TV Commercials

The comparison of three major advertising research systems provides insights into the relationships between branding measures and the importance of Brand Focus and Brand Fit.

John Kastenholz, Graham Kerr, and Charles E. Young

Does Day-after Recall Testing Produce Vanilla Ads?

The traditional day-after recall score in advertising research fails to properly measure ad breakthrough by only measuring the rational side and ignoring the emotional side of messaging.

John Kastenholz, Charles E. Young, and Graham Kerr

Capturing the Flow of Emotion in TV Ads - A New Approach

Ameritest's Flow of Emotion® tool maps viewers' emotional responses to an ad and offers insights for effective advertising.

Charles E. Young

Creative Differences Between Copywriters and Art Directors

Understanding the different creative mindsets among copywriters and art directors will help the creative team to capitalize on the benefits of ad research.

Charles E. Young

Creative Awards vs. Copytesting

Ameritest explores whether creative awards or copytesting most accurately predict ad performance. What can each "judge" teach us?

Charles E. Young and Larry Cohen

Emotion in TV ads

Effective advertising unites ideas with emotions to tell a story that is visually and emotionally compelling.

Charles E. Young and John Kastenholz

Finding ideas that travel

The Ameritest Model works globally to provide effective international TV advertising insights.

Charles E. Young

The Eye is Not a Camera

Learn how recognition is a more reliable measure of ad breakthrough than recall because the consumer's eye functions as a search engine rather than a camera.

Charles E. Young

The relation between brand-name linguistic characteristics and brand-name memory

Ameritest partners with the University of Illinois to examine the impact of linguisitc devices on branding and brand name memory.

Tina M. Lowrey, L. J. Shrum, and Tony M. Dubitsky

A Film Director's Guide to Ad Effectiveness

TV ads are like short movies and Ameritest's Picture Sorts® is the perfect tool for evaluating and optimizing the film for optimal advertising effectiveness.

Charles E. Young

Brain Waves, Picture Sorts and Branding Moments

Identify branding moments through the convergence of peak brain wave moments and peak Picture Sorts® moments in advertising research.

Charles E. Young

High Touch Vs High-Tech

As advertising moves into the digital world, researchers must understand the similarities and differences between the pre-testing of print ads and digital ads.

Charles E. Young

Researcher as teacher

Ameritest teaches clients how to use research to make better decisions about advertising that gives them a competitive advantage in the marketplace.

Charles E. Young

Visual Connectedness and Persuasion

Use Ameritest's Flow of Attention® to predict an ad's level of persuasion and motivation.

Charles E. Young and Michael Robinson

Video Rhythms and Recall

The Ameritest Picture Sorts® technique tracks how consumers visually process a TV ad and uses the visual rhythms to measure image breakthrough.

Charles E. Young and Michael Robinson

How Consumers React to New-Product Ads

Understanding how people react to new brands versus established brands is key to creating an effective strategy for new-product advertising.

David Olson, Mary Jane Schlinger, and Charles E. Young

A Short History of TV Copytesting

Ameritest provides a quick overview of the origins and evolution of advertising research.

Charles E. Young

Adding a new wrinkle to the system

Ameritest explores if scientific techniques that measure brain waves, facial response, eye-tracking, heart rate, skin conductance, and response latency reveal how advertising exerts its hidden power on the unconscious mind.

Charles E. Young

Advertising in Context

Context provided by adjacent programming can leverage the psychological factors of both priming and congruence to significantly increase advertising performance.

John Clifton and Charles E. Young

Brand Linkage and Advertising That Builds Brands

Branding is essential for building a brand's identity in the marketplace and can be measured and optimized by using Ameritest's Advertising Model.

Charles E. Young

Connecting Attention to Memory

Ameritest partners with Sands Research to examine the connection between short-term attention and long-term memory using brain wave and neuroscience research techniques.

Charles E. Young

How Speed Adds Quality to Ad Research

There are six key factors that drive both the speed and quality of advertising research so that decision-makers have the information they need to be effective.

Charles E. Young

How to Measure Creative Performance in a Fast Changing World of Advertising

Ameritest demonstrates the importance of ad quality, not just the amount of media spend, in driving sales growth in the QSR category

Charles E. Young

Making Connections

Learn how to use the connection of ideas to develop more persuasive TV advertising.

Charles E. Young

Making Deposits in Consumer Memory Banks

Ameritest examines how tapping into the "think, feel, do" memory banks in advertising can strategically create long-term memory.

Charles E. Young

Picture Sorts® vs. Emotion Trace

What are the differences between the Ameritest Picture Sorts® and Millward Brown Emotion Trace™?

Charles E. Young

Roughing It

Rehearsing creative ideas in rough production is the most economical approach to optimizing and developing effective advertising.

John Kastenholz, Charles E. Young, and Tony Dubitsky

Semantic Networks: How to Construct Unique Selling Propositions for Your Brand's Advertising

Ameritest's Semantic Network tool provides a "road map" of consumers' neural pathways between brand perceptions and motivation and can be used to build motivating selling propositions in advertising.

Charles E. Young

Single-Number Decision Making

Avoid decision-making based on the "black box" of a single score report card measure when ad testing. Instead, utilize Ameritest's transparent and comprehensive measures which allow for accurate and fully informed decision-making in your advertising research efforts.

Charles E. Young

The Advertising Premium

Quality advertising which includes a strong emotional component can directly influence price expectations.

Charles E. Young and Michael Robinson

The Birthplace of a Brand: How the Emotions Unleashed by One YouTube Video Created Worldwide Fame

Ameritest explains how strong emotional engagement in TV advertising creates drama that can build the brand and create repeat viewership.

Charles E. Young

The BMW Internet Movies: From Luxury Car to Movie Star

Ameritest examines BMW's 'film advertising' and highlights how to build a brand's image through storytelling.

Charles E. Young and Amy Shea Hall

Theater of the Mind

Use the theater of the mind metaphor to develop brand building advertising.

Charles E. Young

Visual Experience of New and Established Product Commercials

Ameritest uses Picture Sorts® to study the differences between new product and established brand TV commercials from an information theory perspective.

Charles E. Young and Michael Robinson

What is the 'information' in an ad?

The balance between rational information and emotional appeal is crucial to an ad's performance.

Charles E. Young