ABSTRACT This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1991, Haley and Baldinger summarise the objectives, research design and principal findings of the ARF study to validate and assess copy research techniques and methodologies. They conclude that copy testing works; no single measure is adequate to calibrate all advertisements; certain measures are more appropriate than others for particular objectives; and that ads that are liked generally outsell those that are not.
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