Testing the pulling power of advertisements by the split-run copy method

Abstract

Evaluation of the results yielded by the "split-run copy" method of determining the relative advantages of two different forms of the same advertising copy has usually been accomplished by rule of thumb procedures. These authors present several nomographs, developed from the chi-square formula for equal contrasted groups, for eliminating all computations and determining the significance of results directly from the raw data. (PsycInfo Database Record (c) 2025 APA, all rights reserved)