haku: @freeterm Werbeforschung / yhteensä: 10
viite: 4 / 10
| Tekijä: | Aboul-Fath, M. |
| Otsikko: | Copy research ... who needs it? (Werbeerfolgsprognose) |
| Lehti: | Marketing and Research Today
1994 : MAY, VOL. 22:2, p. 139-145 |
| Asiasana: | |
| Vapaa asiasana: | WERBEFORSCHUNG |
| Kieli: | eng |
| Tiivistelmä: | This paper argues that a holistic assessment of the conceptual appeal and the persuasive power of a piece of copy is best made by the ultimate consumer rather than an inward looking 'expert opinion' as sometimes suggested by people in the advertising business. The author further makes the point that appropriately used research gives the copywriter a competitive edge. The term 'copy research' is used in its broadest sense, meaning not only research to evaluate advertising copy but also the research leading to the development of copy. |
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