search query: @author Fox, A. / total: 3
reference: 1 / 3
« previous | next »
| Author: | Haley, R. Staffaroni, J. Fox, A. |
| Title: | The missing measures of copy testing |
| Journal: | Journal of Advertising Research
1994 : MAY-JUN, VOL. 34:3, p. 46-60 |
| Index terms: | ADVERTISING RESEARCH MEASUREMENT |
| Language: | eng |
| Abstract: | Most copy-testing methods rely heavily upon verbal playback from people who have been exposed to the copy of interest. While this procedure undoubtedly provides much information of use in assessing the effects of exposure , it is biased in the direction of logical cognitive content. This article summarizes eight years of research on nonverbal factors in television commercials. It is found that a content analysis of major nonverbal elements contained in a sample of approximately 200 commercials allows reasonably good brand-by-brand predictions of rank-order copy-test performance on criterion measures such as persuasion and brand salience. |
« previous | next »
SCIMA