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Generalizations from accumulating copy test results

Date of publication: June 15, 1977

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Author: Eugene C. Pomerance

Abstract:

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.

Eugene C. Pomerance

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Research Papers

The Delta Copy Test

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: Otto W. Rohde

 

June 15, 1965

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Citation

Rohde, O. W. (1965a, June 15). The Delta Copy Test . ANA - ESOMAR. Retrieved June 09, 2026, from


https://ana.esomar.org/documents/the-delta-copy-test-


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The Delta Copy Test I

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: Ulrich Jetter

 

June 15, 1965

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Jetter, U. (1965a, June 15). The Delta Copy Test I. ANA - ESOMAR. Retrieved June 09, 2026, from


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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 09, 2026, from


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


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Citation

Pomerance, E. C. (1977a, June 15). Generalizations from accumulating copy test results. ANA - ESOMAR. Retrieved June 09, 2026, from


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