haku: @author Hall, B.F. / yhteensä: 2
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Tekijä: | Hall, B.F. |
Otsikko: | On measuring the power of communications |
Lehti: | Journal of Advertising Research
2004 : JUN, VOL. 44:2, p. 181-187 |
Asiasana: | Advertising Communication Measurement Models |
Kieli: | eng |
Tiivistelmä: | 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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