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Daily Archives: February 19, 2014

The Most Persuasive Messages Make Three Claims

The Most Persuasive Messages Make Three Claims

Topics in Marketing, Turning Data into StoriesBy Joe HopperFebruary 19, 2014

If you do concept testing that involves evaluating messages, ad copy, value propositions, benefits claims and so on, chances are you get to the end of the study and say, “Now I know which messages are best.  But how many should I use?”  New research just published in the Journal of Marketing suggests that the…

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