On Measuring the Power of Communications

Bruce F. Hall

Journal of Advertising Research, 2004, vol. 44, issue 02, pages 181-187

Abstract: 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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