Journal article
Advertising Copy Testing in Print Media
Current issues and research in advertising, Vol.11(1-2), pp.215-284
03/01/1988
DOI: 10.1080/01633392.1988.10504935
Abstract
Copy testing continues to be an important, controversial, expensive and involving area of advertising research. This article reviews four categories of print copy testing methods: learning based measures, affective measures, choice measures and physiological measures. Emphasis is given to how well each measure relates to possible advertising objectives and how reliable, sensitive and valid each measure is. Additional topics covered include whether to test only parts of, or the entire ad and context effects.
Details
- Title: Subtitle
- Advertising Copy Testing in Print Media
- Creators
- Surendra N. SinghCatherine A. Cole
- Resource Type
- Journal article
- Publication Details
- Current issues and research in advertising, Vol.11(1-2), pp.215-284
- DOI
- 10.1080/01633392.1988.10504935
- ISSN
- 0163-3392
- eISSN
- 2165-820X
- Publisher
- Taylor & Francis Group
- Number of pages
- 70
- Language
- English
- Date published
- 03/01/1988
- Academic Unit
- Marketing
- Record Identifier
- 9984963239202771
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