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Toward a Methodology for Measuring Advertising Copy Effects

Toward a Methodology for Measuring Advertising Copy Effects A model is proposed to estimate the impact of advertising copies on the relationship between the frequency of exposure to an advertisement and the criterion measures of attitude or behavioral intentions. The model is used in the context of copy testing. It is different from existing copy testing methods on several aspects, the most important of which are that various constructs known to be important are integrated, and the model offers diagnostic information as to areas where the copy can be improved. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Science INFORMS

Toward a Methodology for Measuring Advertising Copy Effects

Marketing Science , Volume 3 (4): 19 – Nov 1, 1984
19 pages

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References (27)

Publisher
INFORMS
Copyright
Copyright © INFORMS
Subject
Research Article
ISSN
0732-2399
eISSN
1526-548X
DOI
10.1287/mksc.3.4.308
Publisher site
See Article on Publisher Site

Abstract

A model is proposed to estimate the impact of advertising copies on the relationship between the frequency of exposure to an advertisement and the criterion measures of attitude or behavioral intentions. The model is used in the context of copy testing. It is different from existing copy testing methods on several aspects, the most important of which are that various constructs known to be important are integrated, and the model offers diagnostic information as to areas where the copy can be improved.

Journal

Marketing ScienceINFORMS

Published: Nov 1, 1984

Keywords: Keywords : advertising ; copy testing ; Bayesian models ; information integration

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