Word: testing
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Dates: during 1960-1969
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LIMITED NUCLEAR TEST BAN TREATY, 1963. Originally put forward by Jawaharlal Nehru in 1954, the treaty was brought into being by Premier Khrushchev and President Kennedy ten months after the Cuba missile crisis. More than 100 countries (excluding France and China) joined in the so-called Moscow Treaty, which banned nuclear testing in the atmosphere, in space and under water...
MOST testmakers conceded that their own cultural backgrounds impose a distinct bias on their questions. Arguing that all U.S. employment and IQ tests reflect the culture of white, middle-class America, Negro Sociologist Adrian Dove, 33, a program analyst for the U.S. Budget Bureau, devised his own quiz. Wryly known as the "Soul Folk Chitlings Test," it is cast with a black, rather than a white, bias. Some of his 30 black imponderables prove extremely difficult for Whitey: 1) Whom did "Stagger Lee" kill (in the famous blues legend)? a) His mother, b) Frankie, c) Johnny, d) His girl friend...
Except for time and expense, few if any campaigns can match the series of Shell ads that were an endurance test in more ways than one. To demonstrate Platformate, Shell's "extra mileage ingredient," the Ogilvy & Mather agency set up an endurance contest between cars containing Shell gasoline with their Platformate additive, and others without. Then they filmed the cars as they raced across the Bonneville salt flats; the Platformate cars always won. The films were two years in the making and cost an estimated $300,000. Even so, one ad in the series had to be junked. Some Negro...
Pupil Response. Admen go to extraordinary lengths in trying to determine whether the result of all their effort is effective or not. Prior to launching a commercial, agencies screen it before test audiences and run a series of checks and quintuple checks that are as elaborate as those for a space shot. Lie detectors, word association, sentence completion and the Minnesota Multiphasic Personality Inventory are among a few of the methods used. Foote, Cone & Belding lugs rearview projectors to homes to get verdicts. Kenyon & Eckhardt plays TAG (Target Attitudinal Group), a method of extensive indirect questioning...
...Burnett's Creative Research Workshop uses the "galvanic skin-response test," which measures the perspiration level and thus interest of volunteers through electrodes clamped to their hands. Another device is the "pupillary-response camera." It records the dilations of the viewer's pupils as he watches a test commercial. If the subject likes what he sees, his pupils widen; if not, he can catch a little nap time...