Copy testing methods and measures favored by top ad agency and advertising executives-Reference-Cited by-同舟云学术

Copy testing methods and measures favored by top ad agency and advertising executives

Published:1982-12 Issue:1-2 Volume:10 Page:72-89
ISSN:0092-0703
Container-title:Journal of the Academy of Marketing Science
language:en
Short-container-title:JAMS

Author:

Ostlund Lyman E.,Clancy Kevin

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://link.springer.com/content/pdf/10.1007/BF02721900.pdf

Reference10 articles.

1. Adler, Lee, Allen Greenberg, and Darrell B. Lucas, “What Big Agency Men Think of Copy Testing Methods,”Journal of Marketing Research, Vol. 2 (November 1965), 339–345.

2. Advertising Age, February 23, 1976 and August 23, 1976 issues.

3. Achenbaum, Alvin A., Russell I. Haley, and Ronald Gatty, “On-Air Versus In Home Testing of T.V. Commercials”Journal of Advertising Research, Vol. 7, No. 4 (December 1967), 15–19.

4. Bloom, Derek, Andrea Jay, and Tony Twyman, “The Validity of Advertising Pretests,”Journal of Advertising Research, Vol. 17, No. 2 (April 1977), 7–16.

5. Clancy, Kevin J., and David M. Kweskin, “T.V. Commercial Recall Correlates,”Journal of Advertising Research, Vol. 16, No. 2 (April 1977), 18–20.

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