TY - JOUR
AU - Leckenby, John D.
AB -  Abstract The measurement of persuasion and recall criteria for print advertising using a single-sample design is illustrated. The relation of discriminant analysis to multivariate analysis of variance is shown in the repeated measures design using two intermediate criteria simultaneously. An explanation of differing results for two of the five product categories tested is provided in terms of the multivariate analysis of variance model. 
TI - An Empirical Approach to the Multiple Criteria Problem in Copy testing Research
JF - Journal of Advertising
DO - 10.1080/00913367.1978.10672736
DA - 1978-03-01
UR - https://www.deepdyve.com/lp/taylor-francis/an-empirical-approach-to-the-multiple-criteria-problem-in-copy-testing-h2REC0YnEu
SP - 19
EP - 27
VL - 7
IS - 1
DP - DeepDyve
ER -