On Measuring the Power of Communications
Bruce F. HallHoward, Merrell & Partners
MEASURING THEeffectiveness of advertising in the laboratory— “copy testing”—has been a highly contentious area of advertising research for at least a quarter-century. It is an issue that jeopardizes the relationship between agencies and their advertiser clients (Cook and Dunn, 1996) because typically the client wants to test and the agency does not. It is also arguably one of the most pernicious impacts that marketing's left-brain bias has had on the intuitive and creative side of advertising. Yet the testing methods in use today have changed...