Steady persuasion
Article Abstract:
Copy testing is a market research method that tests the potential persuasiveness of an advertisement before it is officially launched. Results of an experiment reveal that copy testing for advertisements should utilize message-consistent methods of persuasion. The impacts of different measures on various receivers are also investigated.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2007
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Branding's new horizons
Article Abstract:
The importance of building a effective and result oriented branding research methodology and five key areas that should focused in order to build a successful branding research agenda are presented.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2005
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When good research goes bad
Article Abstract:
There are problems with qualitative market research. There must be more validation of the points made to ensure the research is valuable.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2001
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