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Reviews of the thousands of verbatims contained in several hundred advertisement copy-test reports indicate that all such verbatim responses fall into one or more of the following five categories:
These categories were derived by using a radical change of perspective: allowing the verbatims data to act with sufficient autonomy to guide the analysis, rather than merely searching through them for what one might like to find.
Our basic structure is divided into quadrants, with a neutral origin, in recognition of the diverse and sometimes conflicting data contained in verbatims. The ultimate generalization which resolves these data is a single vector from the origin point--a vector with magnitude and direction that make possible a hypothesis as to the effectiveness of the advertisement under test.
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About VerbatimSince 1969, Verbatim has been shaping the development of data storage technology -- from Floppy Disks and Magneto-Optical storage media, CD and DVD formats to the latest High Definition media Blu-ray.