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Copy research... who needs it?

Date of publication: January 1, 1994

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Company: Procter & Gamble

Author: Mahmoud Aboul-Fath

Abstract:

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.

Mahmoud Aboul-Fath

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Catalogue: Seminar 1965: Measuring Advertising Effectiveness

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Rohde, O. W. (1965a, June 15). The Delta Copy Test . ANA - ESOMAR. Retrieved June 23, 2025, from


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Catalogue: ESOMAR Conference 2004: Technovate 2

Authors: Clive Nancarrow, Julie Tinson, Merlin Stone, Martin Oxley

 

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Continental Quilts copy test

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

 

January 3, 1974

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, C. (1974a, January 03). Continental Quilts copy test. ANA - ESOMAR. Retrieved June 23, 2025, from


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Citation

Aboul-Fath, M. (1994a, January 01). Copy research... who needs it?. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/continental-quilts-copy-test