HCD Research and Muhlenberg College Conducting Ad Testing Throughout 2008 Election

- Next on Tap: Pennsylvania Primary -

FLEMINGTON, N.J., March 20 /PRNewswire/ -- HCD Research and Muhlenberg College announced today that they are conducting national political ad testing studies to measure the effectiveness of the presidential candidates' advertisements, speeches and debates throughout the 2008 presidential election.

(Logo: http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO )

The two organizations are currently focused on testing advertisements and speaking appearances leading up to the Pennsylvania primary election on April 22. HCD Research uses its Media Curves web site to conduct political ad testing and obtain Americans' perceptions of popular and controversial media events and advertisements.

While viewing an advertisement or segments of a speech, participants indicate their level of believability by moving their mouse from left to right on a continuum, similar to an automated response system. The responses are recorded in quarter-second intervals and reported in the form of curves. Participants are also asked pre- and post-viewing questions to measure their level of support for candidates; the emotional impact of the ads; and to determine if the ads were considered to be negative or positive. To view the results from recent studies, go to: www.mediacurves.com.

"We began working with HCD Research in 2004, when we tested the effectiveness of the presidential candidates' advertisements most notably, the much talked about Veterans for the Truth-sponsored 'Swift Boat' ad," said Christopher P. Borick, Ph.D., director of the Muhlenberg College Institute of Public Opinion (MCIPO). "In addition to analyzing the results of our studies for the media, I discuss the results with my students as part of our curriculum, which has been a great learning experience for them."

According to Glenn Kessler, president and CEO, HCD Research, the partnership has enabled his firm to align itself with a well-respected academic institution to conduct high profile studies. "The Muhlenberg College Institute of Public Opinion is a leading polling institution in Pennsylvania, which will greatly enhance our ability to track voter trends and attitudes leading up to the state's primary next month," explained Kessler. "Through our research, we will also determine whether the candidates are running negative or positive ads."

The Media Curves web site provides the media and general public with a venue to view Americans' perceptions of popular and controversial media events and advertisements.

HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based marketing and communications research. For additional information on HCD Research, access the company's web site at www.hcdi.net or call HCD Research at 908-788-9393. Headquartered in Allentown, Pennsylvania, MCIPO is a respected source of public opinion data on local, state and national issues.

Editors' Note: For more information on the study, or to speak with Glenn
Kessler, president and CEO, HCD Research, or Chris Borick, Ph.D., director of
the Muhlenberg College Institute of Public Opinion, please contact Vince
McGourty, HCD Research, at .
First Call Analyst:
FCMN Contact:

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com
Source: HCD Research

CONTACT: Vince McGourty of HCD Research, Inc., +1-908-483-9121,
vince.mcgourty@hcdi.net, or Michael Bruckner of Muhlenberg College,
+1-484-664-3230, bruckner@muhlenberg.edu

Web site: http://www.hcdi.net/
http://www.mediacurves.com/

2008-03-20 17:29:18 0317651 PRNEWSWIRE