Copy testing methods and measures favored by top ad agency and advertising executives
Lyman E. Ostlund Ph.D., Kevin Clancy Ph.D.
Journal of the Academy of Marketing Science · 1982 · Volume 10 · Issue 1
Abstract
Many changes in advertising copy testing methods have developed in the last decade. A survey of advertising agency and advertising executives was conducted to learn the relative popularity of these methods and to draw comparisons with an earlier survey done in the mid-1960's by the American Association of Advertising Agencies. The survey also inquired into the factors upon which these preferences have developed, as well as the relative influence of advertising agency personnel in the selection of testing methods, compared to their clients. Some evidence was found that preference for certain testing methods by advertising executives is a function of the product category in which they operate.
Keywords
Product Category, Single Exposure, Multiple Exposure, Brand Preference, Advertising Research
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