PT  - JOURNAL ARTICLE
AU  - Hall, Bruce F.
TI  - On Measuring the Power of Communications
AID  - 10.1017/S0021849904040139
DP  - 2004 Jun 01
TA  - Journal of Advertising Research
PG  - 181--187
VI  - 44
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/44/2/181.short
4100  - http://www.journalofadvertisingresearch.com/content/44/2/181.full
SO  - J Advert Res2004 Jun 01; 44
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.