Concepedia

Ad Copy Testing

Ad Copy Testing is a methodological construct in digital advertising research that systematically evaluates the effectiveness of textual advertising content by comparing variations to determine which optimally achieves predefined performance objectives such as engagement, conversion, or recall.

33

Publications

1.5K

Citations

71

Authors

42

Institutions

Publications per year

2017–2026

3

Parents

Publications

33

The ARF Copy Research Validity Project

Russell I. Haley, Allan L. Baldinger · Journal of Advertising Research · 2000 · 278 citations

, , +13

Recognition versus Recall

Erik du Plessis · Journal of Advertising Research · 1994 · 125 citations

, , +13

Measuring Advertising Effectiveness In Destination Marketing Strategies

Arch G. Woodside · Journal of Travel Research · 1990 · 111 citations

, , +17

The Role of Ad Likability in Predicting an Ad's Campaign Performance

Lars Bergkvist, John R. Rossiter · Journal of Advertising · 2008 · 84 citations

, , +16

World Wide Web banner advertisement copy testing

Charles F. Hofacker, Jamie Murphy · European Journal of Marketing · 1998 · 84 citations

, , +17

1–5 of 33

Authors

71

  1. JC
    J. Craig Andrews

    Marquette University, United States

    2 publications · 56 citations

    2

    h-index

  2. AL
    Allan L. Baldinger

    University of Houston, United States

    2 publications · 296 citations

    2

    h-index

  3. MA
    Murphy A. Sewall

    University of Connecticut, United States

    2 publications · 97 citations

    2

    h-index

  4. DS
    Dan Sarel

    University of Miami, United States

    2 publications · 97 citations

    2

    h-index

  5. RI
    Russell I. Haley

    University of New Hampshire, United States

    2 publications · 296 citations

    2

    h-index

1–5 of 71

Institutions

42

  1. Griffith University

    Brisbane, Australia

    2 h-index

    2 publications

    69 citations

  2. Massachusetts Institute of Technology

    Cambridge, United States

    2 h-index

    6 publications

    284 citations

  3. Advertising Educational Foundation

    New York, United States

    2 h-index

    2 publications

    81 citations

  4. University of Miami

    Coral Gables, United States

    2 h-index

    2 publications

    97 citations

  5. University of Maryland, College Park

    College Park, United States

    1 h-index

    1 publications

    22 citations

  6. University of South Carolina

    Columbia, United States

    1 h-index

    4 publications

    208 citations

  7. Bond University

    Gold Coast, Australia

    1 h-index

    1 publications

    40 citations

  8. Birkbeck, University of London

    London, United Kingdom

    1 h-index

    1 publications

    13 citations

1–8 of 42

Venues

  1. Journal of Advertising Research

    JAR · 7 publications · 436 citations

    7

    h-index

  2. Journal of Advertising

    6 publications · 327 citations

    6

    h-index

  3. Journal of Marketing

    JM · 3 publications · 173 citations

    3

    h-index

  4. Journal of Marketing Research

    3 publications · 50 citations

    3

    h-index

  5. Journal of Public Policy & Marketing

    JPP&M · 2 publications · 56 citations

    2

    h-index

1–5