Department of Advertising

Copy Research, Generally

BIBLIOGRAPHY:

As this web site develops, in the space below we will provide a bibliography of articles and books relevant to this topic. To the extent practical, bibliographic references will be annotated.

Anyone interested in submitting additional bibliographic material for this reference page, or for any of the others at this site, is welcome to send such material via e-mail to jef@mail.utexas.edu. Please type the references in the same format as is used here, and keep the annotations to a few sentences.

  2. Benjamin Lipstein (December 1984/January 1985). An Historical Retrospective of Copy Research. Journal of Advertising Research, 24: 11-15.

    Based on a review of the history in the area of copy research, the author notes that copy research is part of continuum that spans almost a century of thought and effort.

  3. Benjamin Lipstein and James P. Neelankavil (April/May, 1984). Television Advertising Copy Research: A Critical Review of the State of the Art. Journal of Advertising Research, 24: 19-25.

    A mail survey is conducted with a sample of the 100 largest advertisers and 50 of the largest advertising agencies in the U.S. to examine current practices in television copy testing. The study reveals a high use of mall- intercept interviewing and focus group procedures at the various stages involved in the evolution of a commercial, and of copy-points playback as a measure for evaluation of both rough and finished commercials. A difference between advertisers and advertising agencies is suggested in orientation toward advertising research, with a far greater diversity of methods implemented by the latter. Results also indicate that the DAGMAR model is most frequently used in guiding copy research objectives and strategies.

© 1995, 1996, 1997 Jef I. Richards
Some material here may be subject to copyrights of other contributors.