21 ad agencies endorse copy testing principles

February 1982
Marketing News;2/19/1982, Vol. 15 Issue 17, p1
Trade Publication
This article reports that the largest advertising agencies in the U.S. have endorsed a new set of principles for improving the research used in the preparing advertisements. These principles will also focus on providing a better creative product for clients and controlling the cost of TV advertisements. The new set, called Positioning Advertising Copy Testing (PACT), consists of the nine principles and these principles are billed as a consensus credo representing the views of leading advertising agencies. The issues covered in PACT are relevant to testing advertising in all media, but are mainly directed to TV advertising.


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