Toward a Methodology for Measuring Advertising Copy Effects

A model is proposed to estimate the impact of advertising copies on the relationship between the frequency of exposure to an advertisement and the criterion measures of attitude or behavioral intentions. The model is used in the context of copy testing. It is different from existing copy testing methods on several aspects, the most important of which are that various constructs known to be important are integrated, and the model offers diagnostic information as to areas where the copy can be improved.