Abstract:
The Delta Copy Test deals with a problem, which is bound to come up regularly in the process of creating a well-planned advertising campaign if the responsible team happens to have a clear understanding of the difference between the purchase proposition. The purchase proposition lays down in more abstract than concrete terms what the ads should communicate, which ideas on the product, the service, or the brand they should get across to the concerned public.The ad has to communicate in vivid concrete terms of text and illustration by ingenious transformation of the purchase proposition into the public's perspective.
This could also be of interest:
Research Papers
The Delta Copy Test
Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Otto W. Rohde
 
June 15, 1965
Research Reports
Continental Quilts copy test
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
January 3, 1974
Research Papers
Experiments in comparative content of copy-test
Catalogue: ESOMAR Congress 1964
Author: Heinz Alpers
 
September 7, 1964
