Eduardus Tandelilin(1*)

(*) Corresponding Author


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.


copy testing, validity, advertising investment

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