Ad agency creatives attack copy research, because they don't understand testing goals

August 1981
Marketing News;8/7/1981, Vol. 15 Issue 3, p11
Trade Publication
Focuses on the criticisms of copy research by creative directors at advertising agencies due to misunderstanding of testing goals according to McCann-Erickson Inc. vice president-director of research Donald L. Packard. Premises developed by the American Association of Advertising Agencies' 1977 study of agency creative and research directors in the U.S.; Measurement of good advertising; Success of Procter & Gamble and General Foods in using recall testing to measure effective advertising.


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