Generalizations from accumulating copy test results

Date of publication: June 15, 1977


Over four years, 323 print advertisements were studied for stopping power and/or communication. Stopping power is measured by exposing ads from slides on a magazine-size rear projection screen, for 1.25 sec. unless stopped by respondent; percent who stop an ad is its score. Principal communication measure is proportion who can play back all of the ad's intended message immediately after reading it following selection of it as being of interest.

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