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| Autor/inn/en | Reid, Leonard N.; Salmon, Charles T. |
|---|---|
| Titel | Agency Researchers' Perception of the Users and Uses of Copy Research. |
| Quelle | (1984), (13 Seiten)
PDF als Volltext kostenfreie Datei |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Advertising; Creative Expression; Mass Media Effects; Media Research; Use Studies |
| Abstract | A survey of 30 advertising agency researchers sought to determine (1) whether there are differences between agency researchers' perception of who benefits most from copy research and who should benefit most, and (2) whether there are differences between their perception of how copy research is used and how it should be used. Consistent with earlier studies, the results of the survey indicated that advertising creators still benefit the least from copy research when in fact they should benefit the most. Subjects also indicated that copy research is still used too frequently as a "go/no go" report card for determining whether to run a particular advertisement, when it should be used to provide creative guidance for advertising copy developers. (Tables of data are appended.) (HTH) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
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