"Methodological and Theoretical Foundations of Advertising Copy Testing: A Review"
Current Issues and Research in Advertising
Volume
2
Journal Articles
Marketing
1985
Ratneshwar, S., D.W. Stewart, C. Pechmann, J. Stroud, and B. Bryant (1985), "Methodological and Theoretical Foundations of Advertising Copy Testing: A Review," Current Issues and Research in Advertising, 2, 1-75.