Approaches to Testing Effectiveness of Advertising Texts
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Alexander N. Nazaykin
PhD in Philology, Associate Professor at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia
e-mail: info@nazaykin.ruSection: Advertising and Public Relations
The article surveys different approaches to enhancing contemporary mass-media ad copy effectiveness and efficiency. Most popular in contemporary ad practice types of test methods, techniques and criteria are analyzed.