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
For decades, PR people have been touting a superstition. We’ve been telling clients that stories that mention their brand in the headline or the first paragraph or photo caption were more likely to be remembered than those that only mentioned the brand in the text. It’s been a common assumption throughout the industry. But, to be honest, I have no idea where it came from. I always assumed someone must have done some research at some point to come up with that conclusion. Dwyer & Oliveira prove a superstition wrong Fortunately, Angela Dwyer, VP Measurement Sciences at Lippe Taylor, and Maria Oliveira, PhD, and Research Partner at Elevate1850, decided to actually test that assumption. In the paper they presented at IPRRC this year, they tested …
What Article Attributes Matter Most? A Data Mining Adventure Read More »
