CRVPCouncil for Research in Values and Philosophy (Washington, DC)
CRVPClinical Research Volunteer Program (US NIH)
CRVPChronic Rapid Ventricular Pacing (cardiology)
CRVPConstant-Rate Variable Power
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As shown in Figure 1 [13], five types of large vortex structures are detected in the JICF: the counter-rotating vortex pair (CRVP), the horseshoe vortex (HSV), the wake vortices (WV), the upright vortices (UV), and the ring-like vortices (RLV), which have a great influence on ejected jet control.
The most significant large-scale vortex structures observed in JICF are CRVP and RLV Figure 9(a) shows the side view of CRVP and RLV along with the component of spanwise vorticity contours; a leading vortex ring as indicated in Figures 9(a) and 9(e) begins to arise near the round jet entrance in the transverse jet.
Interest in advertising liking as a successful advertising effectiveness measure increased after it was found by ARF CRVP to be strongly predictive of a commercial's in-market sales performance.
It is noteworthy that attitude toward the brand was found in the CRVP to better predict differences in sales than was purchase intent, but in this study we found that purchase intent and attitude toward the brand are used equally.
It's interesting to recall that at the start of the CRVP, the ARF asked copy-testing services as well as agencies and advertisers for validity data, but none was forthcoming.
The CRVP has resulted in an appreciation that ad likability is very important in predicting advertising effectiveness--but, each individual has a different view on what "likability" is.
The most widely drawn conclusion from the CRVP is that a single measure, "ad likability," is the best predictor of an ad's sales effectiveness.
Thorson has gone even further by publishing a paper (1991) showing that 10 years of academically-produced papers of the [A.sub.Ad] school preempted the ad-likability results of the CRVP study.
The CRVP also contains an intriguing bit of data on recall having to do with the depth of recall.
A second widely drawn conclusion is that many other frequently-employed copy-testing measures are not valid predictors of the sales effectiveness of advertising because of their "failure" in the CRVP. Many readers of the CRVP drew such a conclusion despite Haley and Baldinger's (1991) assurance that "no methods or measures can b rejected from the study." For instance, Clancy and Shulman (1991) added that: "The conventional recall and persuasion scores that are widely regarded today as the criteria for evaluating advertising copy were, on average, poor performers.