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On measuring the power of communications
Bruce Hall, Journal of Advertising Research, Vol. 44, No. 2, June 2004, pp. 181-187
This article builds a framework for a new approach to copy testing, based on a theoretical model of advertising that brings affective measures to the forefront.
View Summary
Summary
This article builds a framework for a new approach to copy testing, based on a theoretical model of advertising that brings affective measures to the forefront. It points the way to a complete rethinking of some new and old tools for measuring the effects of advertising and makes specific suggestions for how copy testing should change.
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