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On Measuring the Power of Communications

Published online by Cambridge University Press:  18 May 2004

BRUCE F. HALL
BRUCE F. HALL
Affiliation:
Howard, Merrell & Partners, bhall@merrellgroup.com
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Abstract

This article builds a framework for a new approach to copy testing, based on a theoretical model of advertising that brings affective measures to the forefront. It points the way to a complete rethinking of some new and old tools for measuring the effects of advertising and makes specific suggestions for how copy testing should change.

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 2 , June 2004 , pp. 181 - 187
Copyright
© Copyright © 1960-2004, The ARF

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References

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