Copy-Testing and Brand Equity: What's the Connection?
Max BlackstonPresident, RI Brand and Communications Research International Inc.
In a much misunderstood research paper published in the late eighties, Gerry Tellis carried out an analysis of single-source consumer purchasing and media exposure data of the toilet tissue category. For some reason, this caught the attention of both trade and general press.
'TV rings up no sale' went the banner headlines in the business pages. Tellis had reported that the number of exposures to TV advertisements for a brand apparently had no influence at all on whether that brand was...