Abstract
The Starch method is a copy test that measures a reader's recognition of print advertising. It measures whether the reader (i) has seen the ad, (ii) has seen the name of the product or company the ad endorses, and (iii) has read half or more of the written material. These three measurements represent the dimensions of the Starch test. This entry describes the nature of Starch testing as an advertising readership measurement technique and examines its strengths and weaknesses.
| Original language | English (US) |
|---|---|
| Title of host publication | The International Encyclopedia of Communication Research Methods |
| Publisher | Wiley |
| Pages | 1-6 |
| Number of pages | 6 |
| ISBN (Electronic) | 9781118901731 |
| ISBN (Print) | 9781118901762 |
| DOIs | |
| State | Published - Jan 1 2017 |
Keywords
- advertising
- communication research methods
- copy testing
ASJC Scopus subject areas
- General Social Sciences
- General Engineering
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