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The ARF Copy Research Validity Project

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  • Haley, Russell I.
  • Baldinger, Allan L.

Abstract

The ARF Copy Research Validity Project, which was completed in 1990, had its roots in a speech made by Ted Dunn at the ARF Annual Conference in 1977. Addressing the issue of the validity of copy testing he hypothesized that the answer existed in the archives of copy-testing experience but that, because it took so long to accumulate large enough data bases to permit generalizations and because each copy researcher saw only a small piece of the total, we might never learn the “truth.” He called for the formation of a committee to survey advertisers about the amount of validation work that had been done and their willingness to submit their copy-testing files to the ARF— given strong guarantees of confidentiality. Accordingly, such a committee was formed and, in accordance with time-honored principles, Ted Dunn was named chairman.

Suggested Citation

  • Haley, Russell I. & Baldinger, Allan L., 2000. "The ARF Copy Research Validity Project," Journal of Advertising Research, Cambridge University Press, vol. 40(6), pages 114-135, December.
    • Handle: RePEc:cup:jadres:v:40:y:2000:i:06:p:114-135_00
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    2. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention Through Facebook," GUT FME Working Paper Series A 4, Faculty of Management and Economics, Gdansk University of Technology.
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    4. Pieters, Rik G. M. & de Klerk-Warmerdam, Marianne, 1996. "Ad-evoked feelings: Structure and impact on Aad and recall," Journal of Business Research, Elsevier, vol. 37(2), pages 105-114, October.
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    7. Zhang, Jing & Lee, Eun-Ju, 2022. "“Two Rivers” brain map for social media marketing: Reward and information value drivers of SNS consumer engagement," Journal of Business Research, Elsevier, vol. 149(C), pages 494-505.
    8. Andrea C. Villanti & Olivia A. Wackowski & S. Elisha LePine & Julia C. West & Elise M. Stevens & Jennifer B. Unger & Darren Mays, 2022. "Effects of Vaping Prevention Messages on Electronic Vapor Product Beliefs, Perceived Harms, and Behavioral Intentions among Young Adults: A Randomized Controlled Trial," IJERPH, MDPI, vol. 19(21), pages 1-18, October.

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