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"@value": "\n \nSummary
\n\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)
\n![\"\"](\"https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FWzTFTW7vBj.png?alt=media&token=a7494c35-91aa-4f8e-97b4-305390792fa5\")
(Table 1)![\"\"](\"https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FSXwC12xj_2.png?alt=media&token=00d05bf7-4057-4cc4-adbb-441a20d7d679\")
(Figure 7)![\"\"](\"https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2Fi1cZ3GCvbk.png?alt=media&token=8b17d98d-957d-4adf-9085-491d4c2ef9da\")
(p. 11)![\"\"](\"https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FNtrnAGDHH5.png?alt=media&token=5338a6a7-a57e-4dc7-9497-60ad513f3bfe\")
(p. 12)
\n \n
\nGrounding Context
\n\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
\n![\"\"](\"https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FZC8jubVwoo.png?alt=media&token=6f913c0b-6adb-41ff-9800-d4a216835fdf\")
(p. 7)
\n \n- StudyDesign:: between-subjects design: serial vs. parallel prototyping structure
\n- 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\n
\n- Participants:: N=33 students, none professional designers, ~half with some prior experience in ad/graphic design
\n![\"\"](\"https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FtWLhVEzb1X.png?alt=media&token=9536bf92-05d6-4521-98e4-e4943860b6fd\")
![\"\"](\"https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FmUHK4M7lCe.png?alt=media&token=b1a79bd6-665f-4558-a9c1-107dde0fb196\")
(pp. 5-6)
\n \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
\n![\"\"](\"https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FyuHo1Ej1QT.png?alt=media&token=e9394c59-fcc9-4854-8fd5-c38e625f4d25\")
(p. 6)![\"\"](\"https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FuGkbPv9Lat.png?alt=media&token=f8034f0b-4cc4-4970-834d-82f3d1206e0b\")
(p. 6)
\n \n
\n
\n
\n\n- [[ACL Recontextualizing Claims and Evidence Shared Task]]
\n- Status:: #resultGrounded
\n- Annotator:: [[Joel Chan]]
\n- ResultGrounding:: [[table]]
\n
\n \n
\n\n "
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\n![\"\"](\"https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FQiSEbomJ7O.png?alt=media&token=6a034943-2eb6-4d22-a763-f78aebbebcec\")
(p. 7) \n![\"\"](\"https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2F2iNV3dowQU.png?alt=media&token=658ce4e6-8a38-4d8c-aef7-6b17fbeb20eb\")
(p. 9) \n