Question: Many creative people feel that formal copy testing research doesnt do justice to their ideas. In particular, they feel that research results are designed to

Many creative people feel that formal copy testing research doesn’t do justice to their ideas. In particular, they feel that research results are designed to reward cognitive approaches and don’t do a good job of evaluating brand image ads and emotional ads. From what you have read in this chapter about copy testing, why do they feel that way? Do you believe that is a legitimate criticism of copy testing?

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