Experiments in copy-testing

Author: Heinz Alpers

Abstract:

This paper is very different from the last in that it is a methodical review of the pre-test measures then available. The objectives of this stage are clearly set out and these are still current. The six methods are also familiar (though the last is not one applied to an individual problem, it is an attempt to generalise about how styles of advertising are associated with advertisement recall). The conclusions are sensible: each method has its own advantages and none of them is enough on its own; the researcher must communicate clearly (nowadays we would not say ‘so easy . . . that even the advertising man can grasp the definitions’!); he and the creative man must be partners.

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