Persuasion copytesting provides a measure of attitude shift (AS). In this testing, brand preferences within a predetermined basket of goods are established for individuals in the test sample. The test sample is then exposed to a commercial being tested, which is presented within a group of commercials. Following this exposure, the individuals included in the test sample are asked to designate the brands which they would want in a free basket of goods (product content the same as that used in establishing preexposure brand preferences). The pre postexposure AS

The Mapes & Ross copy testingservice does provide a measure of persuasion. It can, therefore, provide an indication of the extent to which a proposed commercial can convince a target market that the new barsoap possesses the desirable combination of qualities. A disadvantage of this copytesting service is that it relies on aided recall in one segment of the testing. Nevertheless, the Mapes & Ross copytesting service is appropriate for the barsoap advertising campaign. 9

The Mapes & Ross copytest service is based on the persuasion criterion. As such, it does provide a measure of pre postexposure attitude shift. The Mapes & Ross copytest service employs the aided recall approach in one segment of the copytesting. The cost of the test approximates $4,200. Reliability of this approach to copy testing is highr = .81tor = .88.

The Mapes & Ross copy testingservice, as is true of the Burke Marketing Research DAR copytesting service, does not provide a measure of purchase behavior. It cannot, therefore, provide an indication of the extent to which a proposed commercial can translate into sales. Thus, the Mapes & Ross copytesting service is not appropriate for the second of the two proposed Levi Strauss advertising campaigns.

The ASI Market Research, Inc. copy testingservice, as istrue of both Burke and Mapes & Ross, does not provide a measure of purchase behavior. It cannot, therefore, provide an indication of the extent to which a proposed commerci