According to this article, most techniques of market segmentation rely only on DESCRIPTIVE
factors pertaining to purchasers and are not efficient predictors of future buyer behavior. …

Presents findings from the Advertising Research Foundation (ARF) Copy Research Validity
Project. The final research design involved 6 copy-testing methods, 3 off-air and 3 on-air. 10 …

During the more than twenty years since its inception the technique of Benefit Segmentation
has become a familiar method of analyzing markets to discover segmentation opportunities. …

This article describes a study in which 630 women rated brands of package goods on each
of 13 popular scales and compares the ratings to find which scales were related and which …

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising
Research to be a ‘classic’ - an article that has withstood the test of time. First published in …

The idea that all markets can be profitably segmented has now received almost as widespread
acceptance as the marketing concept itself. Current discussion revolves largely around …

… HALEY is Professor Emeritus at the University of New Hampshire and heads his own consulting
firm, Russ Haley & Associates, Inc. He is the originator of Benefit Segmentation and has …

Describes an ongoing study of the larger market segments that are emerging from the changes
in the eating habits of consumers. Both forward and backward segmentation approaches …

specific way in which it is or could be carried out, which is the execution of the concept. The
execution may be a physical prototype of a product concept, it may involve a prototype of the …

A previous article criticized the conclusions of the Advertising Research Foundation's Copy
Research Validity Project (CRVP). The latter indicated that majority of the 35 copy-testing …