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  • 标题:PRINT ADVERTISING COPY TESTING: SOME PROBLEMS IN VALIDITY
  • 本地全文:下载
  • 作者:Eduardus Tandelilin ; Eduardus Tandelilin
  • 期刊名称:Journal of Indonesian Economy and Business
  • 印刷版ISSN:2085-8272
  • 电子版ISSN:2338-5847
  • 出版年度:1995
  • 卷号:10
  • 期号:1
  • 页码:1-19
  • DOI:10.22146/jieb.39937
  • 语种:English
  • 出版社:Universitas Gadjah Mada
  • 摘要:This article aims to develop an integral overview of the present status of the theory of the copy testing validity. It includes the presentation of the theoritical consideration or conceptual issues in copy testing, some empirical results or finding in copy testing, and finally, proposes an alternative conceptual framework of copy testing that a company can use to improve validity in copy testing especially in print copy testing.
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