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<body>
<ul>
<li><h1 id="summary">Summary</h1>
<ul>
<li>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)<ul>
<li><img src="https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FWzTFTW7vBj.png?alt=media&token=a7494c35-91aa-4f8e-97b4-305390792fa5" alt=""> (Table 1)</li>
<li><img src="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" alt=""> (Figure 7)</li>
<li><img src="https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2Fi1cZ3GCvbk.png?alt=media&token=8b17d98d-957d-4adf-9085-491d4c2ef9da" alt=""> (p. 11)</li>
<li><img src="https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FNtrnAGDHH5.png?alt=media&token=5338a6a7-a57e-4dc7-9497-60ad513f3bfe" alt=""> (p. 12)</li>
</ul>
</li>
</ul>
</li>
<li><h1 id="grounding-context">Grounding Context</h1>
<ul>
<li>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<ul>
<li><img src="https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FZC8jubVwoo.png?alt=media&token=6f913c0b-6adb-41ff-9800-d4a216835fdf" alt=""> (p. 7)</li>
</ul>
</li>
<li>StudyDesign:: between-subjects design: serial vs. parallel prototyping structure</li>
<li>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<ul>
<li><img src="https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FaK2jEh8nU3.png?alt=media&token=4e7b4e58-2e48-425d-9f85-429bbbb60df6" alt=""></li>
<li><img src="https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FQiSEbomJ7O.png?alt=media&token=6a034943-2eb6-4d22-a763-f78aebbebcec" alt=""> (p. 7)</li>
<li><img src="https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2F2iNV3dowQU.png?alt=media&token=658ce4e6-8a38-4d8c-aef7-6b17fbeb20eb" alt=""> (p. 9)</li>
</ul>
</li>
<li>Participants:: N=33 students, none professional designers, ~half with some prior experience in ad/graphic design<ul>
<li><img src="https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FtWLhVEzb1X.png?alt=media&token=9536bf92-05d6-4521-98e4-e4943860b6fd" alt=""><br><img src="https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FmUHK4M7lCe.png?alt=media&token=b1a79bd6-665f-4558-a9c1-107dde0fb196" alt="">(pp. 5-6)</li>
</ul>
</li>
<li>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<ul>
<li><img src="https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FyuHo1Ej1QT.png?alt=media&token=e9394c59-fcc9-4854-8fd5-c38e625f4d25" alt=""> (p. 6)</li>
<li><img src="https://firebasestorage.googleapis.com/v0/b/firescript-577a2.appspot.com/o/imgs%2Fapp%2Fmegacoglab%2FuGkbPv9Lat.png?alt=media&token=f8034f0b-4cc4-4970-834d-82f3d1206e0b" alt=""> (p. 6)</li>
</ul>
</li>
</ul>
</li>
</ul>
<hr>
<ul>
<li>[[ACL Recontextualizing Claims and Evidence Shared Task]]<ul>
<li>Status:: #resultGrounded</li>
<li>Annotator:: [[Joel Chan]]</li>
<li>ResultGrounding:: [[table]]</li>
</ul>
</li>
</ul>
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