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Marketing Research Articles Related to Copy Testing-Online

Marketing Research Articles Related to Copy Testing-Online

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Breaking down the barriers to effective advertising

Published
April 2007
Author
Jerry W. Thomas
Abstract
Several barriers stand in the way of effective advertising, from a lack of consistent testing to a tendency to let the competition dictate how to advertise in a product or service category. The author gives nine ways to overcome these barriers, including developing a sound strategy, using the same pre-testing system consistently and striving for continuous improvement.

Is a longitudinal approach the secret to measuring an ad's ROI?

Published
April 2010
Author
Quirk's Staff
Abstract
The author argues that interviewing the same consumers before a new ad campaign is launched and again after the campaign has been in-market for a period of time is an effective way to isolate the in-market impact of advertising.

Use research to make sure your product's positioning is solid, relevant

Published
March 2012
Author
George Pettinico
Abstract
Boehringer Ingelheim’s director of marketing research on why you shouldn’t launch a product until you get the positioning right.

What Casablanca can teach us about conducting more effective ad research

Published
April 2010
Authors
Charles Young and Amy Shea
Abstract
By analyzing the emotional beats of a pivotal scene from Casablanca, the author explores how a similar approach to ad testing can help researchers improve their relationships with advertising creatives.