Hostname: page-component-758b78586c-44n2s Total loading time: 0 Render date: 2023-11-28T17:23:12.967Z Has data issue: false Feature Flags: { "corePageComponentGetUserInfoFromSharedSession": true, "coreDisableEcommerce": false, "useRatesEcommerce": true } hasContentIssue false

The ARF Copy Research Validity Project

Published online by Cambridge University Press:  19 June 2003

Russell I. Haley
Emeritus of Marketing at the University of New Hampshire
Allan L. Baldinger
Advertising Research Foundation
Get access


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.

Research Article
Copyright © The ARF 2000

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)