TITLE

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

PUB. DATE
August 1981
SOURCE
Marketing News;8/7/1981, Vol. 15 Issue 3, p11
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
18760794

 

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