RT Journal Article SR Electronic T1 On Measuring the Power of Communications JF Journal of Advertising Research JO J Advert Res FD WARC SP 181 OP 187 DO 10.1017/S0021849904040139 VO 44 IS 2 A1 Bruce F. Hall YR 2004 UL http://www.journalofadvertisingresearch.com/content/44/2/181.abstract AB This article builds a framework for a new approach to copy testing, based on a theoretical model of advertising that brings affective measures to the forefront. It points the way to a complete rethinking of some new and old tools for measuring the effects of advertising and makes specific suggestions for how copy testing should change.