Steady persuasion

Article Abstract:

Copy testing is a market research method that tests the potential persuasiveness of an advertisement before it is officially launched. Results of an experiment reveal that copy testing for advertisements should utilize message-consistent methods of persuasion. The impacts of different measures on various receivers are also investigated.

Product information, Advertising, Advertising and Related Services, Consumer Advertising, Testing, Report

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Branding's new horizons

Article Abstract:

The importance of building a effective and result oriented branding research methodology and five key areas that should focused in order to build a successful branding research agenda are presented.

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When good research goes bad

Article Abstract:

There are problems with qualitative market research. There must be more validation of the points made to ensure the research is valuable.

Cover Story

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