| Author: | Hall, B.F. |
| Title: | On measuring the power of communications |
| Journal: | Journal of Advertising Research
2004 : JUN, VOL. 44:2, p. 181-187 |
| Index terms: | Advertising Communication Measurement Models |
| Language: | eng |
| Abstract: | The article builds a framework for a new approach to copy testing, based on a theoretical model of advertising bringing 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. |
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