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Marketing Research Articles Related to Copy Testing

Marketing Research Articles Related to Copy Testing

Showing items 1-11 of 11.

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A review of focus groups for advertising agencies

Published
March 1994
Authors
Lee Slurzberg and Charlotte Rettinger
Abstract
Focus groups have been conducted for advertising agencies for decades. This article presents a reexamination of the tool, discussing why advertising agencies conduct focus groups, the types of groups conducted, appropriate techniques for each type of focus group and designing focus groups.

Are you penalized for testing commercials in "rough" form?

Published
March 1991
Author
Harvey Magier
Abstract
To determine whether "rough" commercials accurately reflect the impact of their finished counterparts, researchers compared the performance of rough and finished commercials using normative data derived from Consumer Outlook's Audience Response Profile (ARP) copy testing system. This technique consists of one-on-one interviews among target audience respondents in geographically dispersed markets.

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.

Consumers tell Maryland Lottery what it really means to hit the jackpot

Published
March 1998
Author
Quirk's Staff
Abstract
The Maryland State Lottery used quantitative, qualitative and anecdotal data to develop a branding and positioning ad campaign for a multi-state, mega-jackpot lottery game available to Maryland residents.

Getting the most out of your copy test

Published
March 1999
Author
Simeon Chow
Abstract
The conflict between traditional advertising testing methods being able to provide creative guidance and diagnostic information while aiding management with decisions about whether to use the advertising has led firms to seek methods capable of helping with advertising development. This article reports the development of a measurement approach and model designed to estimate the impact of variations in advertising copy on beliefs, attitudes and purchase intention.

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.

New developments in TV copy testing promise better measures

Published
March 1992
Author
William H. Van Pelt
Abstract
This article discusses developments in TV advertising copy testing, including results of the ARF Copy Research Validity Project that tested six different copy testing methods for predictive validity. The author also shares results from pilot testing research on a new television copy testing service and advantages of this copy testing method.

The four types of brand memories

Published
April 2007
Author
Charles Young
Abstract
Four kinds of tags play a role in how an ad makes its way into a viewer’s memory: knowledge tags, emotion tags, action tags and a brand identity tag. The author discusses how the tags work together and how their impact can be measured.

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.

What is great creative?

Published
March 1994
Author
Paula Kay Pierce
Abstract
Billions of dollars spent on advertising each year go toward campaigns that don’t sell. Great creative isn’t simply aesthetically pleasing or technologically advanced. This article discusses great creative, including the 12 creative hot buttons that recur in the most sales-effective advertising.