The Delta Copy Test I

Date of publication: June 15, 1965

Author: Ulrich Jetter


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.

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