Word: adding
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Dates: during 2000-2009
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...This isn't the first time that NARAL has made waves in the women's community since Keenan took over its leadership at the end of 2004. During the debate over Justice John Roberts' confirmation as Supreme Court chief justice, the organization ran a controversial ad strongly implying equivalence between the jurist's views and the actions of abortion opponents who bomb clinics. The next year, NARAL took the unusual step of endorsing then-G.O.P. Senator Lincoln Chafee in his reelection race before he even had a Democratic challenger. The group was criticized by other pro-choice allies...
...recorded ads for Ambien and Lunesta, both popular sleep aids. (Here's a link to a version of the Ambien ad - similar to, but not the actual ad Day studied.) Each drug ad mentioned five side effects. The Lunesta commercial's narrator spoke at the same syllable-per-second clip for the entire ad; the Ambien ad's voiceover speed was about five syllables per second during the explanation of benefits, but accelerated to eight syllables per second when explaining the potential side effects. In a test of viewer comprehension, Day found, predictably, that people remembered far fewer side effects...
...reviewed a 2005 version of the Nasonex ad and found that test subjects had difficulty recalling the side effects mentioned in the commercial. (Here's a link to an early version of the ad, not the specific commercial Day studied - drug-makers continuously tweak ads after they're launched.) When Day studied the 2005 ad, she found several visual distractions that influenced viewer comprehension. During a voiceover about side effects, the bee flew from side to side, its wings flashing and flapping nearly four times per second. At the end of the commercial, when a voiceover talked about the benefits...
...ad that did a better job of helping viewers understand and remember risk information was for the bladder control drug Enablex, which features colorful bouncing water balloon characters. (Here's a link to a similar Enablex ad - again, not the one Day studied.) Day discovered that the voiceover speed was slower than in most drug ads and stayed consistent throughout the ad. Correspondingly, when Day tested viewer comprehension, they understood and remembered Enablex's side effect profile better than usual...
...stock market doesn't feel that way. In January, when Under Armour announced heavy marketing costs, including a $4.4 million Super Bowl ad for the launch of the training shoe, its stock dropped 33%, to $28.80 a share, over a two-day period. Under Armour also announced that $28 million in first-quarter marketing expenses, an increase of 103%, helped send profits down 71% for that quarter...