Gatignon, Hubert
September 1984
Marketing Science;Fall84, Vol. 2 Issue 4, p308
Academic Journal
A model is proposed to estimate the impact of advertising copies on the relationship between the frequency of exposure to an advertisement and the criterion measures of attitude or behavioral intentions. The model is used in the context of copy testing. It is different from existing copy testing methods on several aspects, the most important of which are that various constructs known to be important are integrated, and the model offers diagnostic information as to areas where the copy can be improved.


Related Articles

  • Four easy tests help to explain ad copywriting. Sweeney, John // Journalism Educator;Winter85, Vol. 39 Issue 4, p21 

    Provides guidelines that explain copywriting for beginning students to determine the qualities that separate good advertisements from bad ones. Need for the headline and visual components to contain a message of genuine importance; Importance of the message to be communicated clearly;...

  • There's No Place Like Home. Pav, Anton // Writing;Jan2001, Vol. 23 Issue 4, p20 

    Explains the value of using words with appropriate connotations in writing. Use of connotations to shape readers' attitudes; Analysis of words used in advertisements; Brand names.

  • Interviewing Made Easier. Zupko, Karen // Plastic Surgery Practice;Feb2010, Vol. 20 Issue 2, p28 

    The article offers steps on how to lessen time in interviewing and reduce the chances of making a mistake in hiring. Included in the list are making the advertisement well-written, pre-screening the candidate through phone interview, and checking on the candidates credibility. Some of the phone...

  • THE EFFECT OF RECALL ON RECOGNITION: AN EMPIRICAL INVESTIGATION OF CONSECUTIVE LEARNING MEASURES. Singh, Surendra N.; Rothschild, Michael L. // Advances in Consumer Research;1983, Vol. 10 Issue 1, p271 

    As uncertainty grows as to the appropriateness of recall versus recognition in advertising copy tests, practitioners are considering the simultaneous use of both tests. Such a practice is economically viable if the same subject can do both tasks. This paper examines the impact of a preceding...

  • TASTES GREAT OR TASTY? MATCHING ADVERTISING LANGUAGE TO PRODUCT CONSTRUAL. Easwar, Karthik; Lifeng Yang // AMA Marketing & Public Policy Academic Conference Proceedings;2012, Vol. 22, p31 

    The article discusses a study that examined the effects of construal level theory (CLT) on consumer behavior. Study findings suggest that matching the construal level of advertising copy to that of the focal product can improve product attitudes by facilitating processing fluency. Results also...

  • Got slogan? Guidelines for creating effective slogans. Kohli, Chiranjeev; Leuthesser, Lance; Suri, Rajneesh // Business Horizons;Sep/Oct2007, Vol. 50 Issue 5, p415 

    Abstract: Slogans are a key element of a brand''s identity, and contribute to a brand''s equity. In today''s marketplace, almost all brands employ slogans; they enhance a brand''s image, aid in its recognition and recall, and help create brand differentiation in consumers'' minds. While there is...

  • Print promotions in the Internet age: Here's what you need to know about print assignments as copywriting migrates to the Web. Bly, Robert W. // Writer (Kalmbach Publishing Co.);Jan2010, Vol. 123 Issue 1, p40 

    This article focuses on the way that freelance business writing has changed due to the Internet and electronic marketing. Many companies now post information and promotional items on their web sites rather than printing out brochures or other material that freelancers worked on. Freelance...

  • An invitation to sit in some soup. Andreae, Christopher // Christian Science Monitor;1/20/95, Vol. 87 Issue 38, p16 

    Talks about some double meaning signs. Comments on the following signs: Home-made soup take home or sit in; Expect delays until November 1996; Heavy plant crossing; Dead slow cattle; Small animal baby sitter.

  • Thinking about the product. Bendinger, Bruce // Marketing Tools;May96 Supplement, Vol. 3 Issue 3, p4 

    Presents advice on copywriting. Definition of objectives; Product features; Product benefits; Consumer benefits; Values; Laddering. INSET: Laddering..


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics