PRINT ADVERTISING COPY TESTING: SOME PROBLEMS IN VALIDITY
https://doi.org/10.22146/jieb.39937 Eduardus Tandelilin(1*)
(1)
(*) Corresponding Author
Abstract
This article aims to develop an integral overview of the present status of the
theory of the copy testing validity. It includes the presentation of the theoritical
consideration or conceptual issues in copy testing, some empirical results or finding
in copy testing, and finally, proposes an alternative conceptual framework of copy
testing that a company can use to improve validity in copy testing especially in print
copy testing.
Keywords
Full Text:
PDFReferences
Aaker, David A; Batra, Rajeev; and Myers, John G [1992]. Advertising Management, Fourth Edition, pp. 406-438. Aaker and Day [1991]. Marketing Research Advertising Research, Copy Test Validity, pp. 709-735. Chambee, Robert; Gilmore, Robert; "Thomas, Gloria; and Soldow Gary [1993]". When Copy Complexity Can Help AD Readership, Journal of Advertising Research, Vol. 33, No.3 (May/June 1993),pp. 23-28. Chow, Simon; Rose, Randall L; and Clarke, Darral G [1992]. "Sequence: Structural Equation Estimation of New Copy Effectiveness", Journal of Advertising Research, Vol. 32, No.4 (July/August 1992), pp. 60-72. Fenwick, lan and Rice, Marshall D [1991] . "Reliability of Continuous Measurement Copy Testing Methods", Journal of Advertising Research, Vol. 31, No. 1 (Feb/March 1991), pp.23-29. Gronhaug, Kjell; Kvitastein, Olav; and Gronmo, Sigmund [1991]. "Factors Moderating Advertising Effectiveness As Reflected in 333 Tested Advertisements". Journal of Advertising Research, Vol. 31, No. 5 (October/ November, 1991), pp. 42-50. Haley, Russell I [1985], Developing Effectiveness Communications Strategy A Benefit Segmentation Approach. Ronald Series on MARKETING MANAGEMENT, John Willy & Sons,, pp. 279-353. Haley, Russell I and Baldinger, Allan L [1991], "The ARF Copy Research Validity Project", Journal of Advertising Research, Vol. 31, No. 2 (April/May 1991), pp. 11-32. Haley, Russell I [1994], A Rejoinder to Conclusions From the ARF's Copy Research Validity Project, Journal of Advertising Research, Vol. 34, No.3 (May/June 1994), pp. 33-34. Honomichl, Jack J [1986], Honomichl on Marketing Research, pp. 267 280. Katz, Helen [1991], "Hoiu Major U.S. Advertising Agency Are Copying With Data Overload", Journal of Advertising Research, Vol. 31, No. 1 (February/March 1991). Kinnear, Thomas C and Taylor James R [1991], Marketing Research, "An Applied Approach", pp. 765-777. Kotler, Philip [1994] Marketing Management Analysis, Planning, Implementation and control. 8'h Edition, pp. 626-652. Lilien, Gary L; Kotler, Philip; and Moorthy, K. Sridhar [1992], Marketing Models, chapter 6,pp. 295-306. Rossiter, John R and Eagleson, Geoff [1994], "Conclusions From the ARF's Copy Research Validity Project", Journal of Advertising Research, Vol. 33, No. 3 (May/June 1994), pp. 19-32. Runyon, Kenneth E [1984], Advertising, Second Edition, pp. 592-612. Walker, David and Gonten, Michael.F.von [1989]. Explaining Related Recall Outcomes: New Answers From A Better Model. Journal of Advertising Research, Vol. 29, No. 4 (June/ July, 1989), pp. 11 -21
DOI: https://doi.org/10.22146/jieb.39937
Article Metrics
Abstract views : 5886
| 
views : 674
Refbacks
- There are currently no refbacks.
Copyright (c) 1995 Jurnal Ekonomi dan Bisnis Indonesia (Journal of Indonesian Economy and Business)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
| Journal of Indonesian Economy and Business |
| The Journal of Indonesian Economy and Business (print ISSN 2085-8272; online ISSN 2338-5847) is published by the Faculty of Economics and Business Universitas Gadjah Mada, Indonesia. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License |
| © 2019 Journal of Indonesian Economy and Business | Visitor Statistics |