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Complementary of methods in copy-testing

Date of publication: June 15, 1979

Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties

Authors: Piet Vanden Abeele, I. Butaye

Abstract:

This paper argues that the advance in knowledge about the communication process of advertising has been insufficiently applied in the context of copy-testing methods, in particular of pre-testing methods. It surveys the progress of social psychological research on communication from the early learning theory approach to the more recent cognitive response approach.

Piet Vanden Abeele

Author

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I. Butaye

Author

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Citation

Vanden Abeele and Butaye (1979a, June 15). Complementary of methods in copy-testing . ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/complementary-of-methods-in-copy-testing-