Skip to main content
×
Home
    • Aa
    • Aa

The ARF Copy Research Validity Project

  • Russell I. Haley (a1) and Allan L. Baldinger (a2)
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.

Copyright
Recommend this journal

Email your librarian or administrator to recommend adding this journal to your organisation's collection.

Journal of Advertising Research
  • ISSN: 0021-8499
  • EISSN: 1740-1909
  • URL: /core/journals/journal-of-advertising-research
Please enter your name
Please enter a valid email address
Who would you like to send this to? *
×

Metrics

Abstract views

Total abstract views: 21 *
Loading metrics...

* Views captured on Cambridge Core between September 2016 - 26th March 2017. This data will be updated every 24 hours.