Click on the PDF link for the complete article.
ABSTRACT
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1991, Haley and Baldinger summarise the objectives, research design and principal findings of the ARF study to validate and assess copy research techniques and methodologies. They conclude that copy testing works; no single measure is adequate to calibrate all advertisements; certain measures are more appropriate than others for particular objectives; and that ads that are liked generally outsell those that are not.
- © Copyright Advertising Research Foundation 2000
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
