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Summary
\n
- Final advertisements from designers who prototyped designs in parallel performed better on advertising analytics compared to ads from designers who prototype designs serially. Specifically, ads from parallel prototypes got a higher click-through rate than serial (~445 clicks per million vs. 397)
  - $\"\"$ (Table 1)
  - $\"\"$ (Figure 7)
  - $\"\"$ (p. 11)
  - $\"\"$ (p. 12)
  \n
\n
Grounding Context
\n
- Measure: Performance, in terms of click-through rates and Google Analytics for target website (N visitors, time spent, N pages visited daily from each ad) over 15-day campaign, and independent judgments in terms of creativity/originality, visual appeal, tastefulness, and adherence to design principles
  - $\"\"$ (p. 7)
  \n
- StudyDesign:: between-subjects design: serial vs. parallel prototyping structure
- Procedure:: ~150 mins total, ~10 mins to create each prototype. Main difference is whether get critique from ad expert (experimenter) after each prototype (serial), or after three prototypes (parallel). Experimenter critiques drew from a pre-created list of critique statements for consistency across participants
  - $\"\"$
  - $\"\"$ (p. 7)
  - $\"\"$ (p. 9)
  \n
- Participants:: N=33 students, none professional designers, ~half with some prior experience in ad/graphic design
  - $\"\"$
    $\"\"$ (pp. 5-6)
  \n
- Materials:: use Flash-based AdBuilder tool to design a banner ad to be hosted on a social networking site, for a fictional student-led design publication
  - $\"\"$ (p. 6)
  - $\"\"$ (p. 6)
  \n
\n

[[ACL Recontextualizing Claims and Evidence Shared Task]]
- Status:: #resultGrounded
- Annotator:: [[Joel Chan]]
- ResultGrounding:: [[table]]
\n

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Summary

Grounding Context