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How To Conduct Copy Testing

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Related Articles

There are 11 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Use research to make sure your product's positioning is solid, relevant
Boehringer Ingelheim’s director of marketing research on why you shouldn’t launch a product until you get the positioning right.
A review of focus groups for advertising agencies
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.
New developments in TV copy testing promise better measures
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.
Are you penalized for testing commercials in "rough" form?
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.
What is great creative?
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.

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Recent Articles

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Use research to make sure your product's positioning is solid, relevant
Boehringer Ingelheim’s director of marketing research on why you shouldn’t launch a product until you get the positioning right.

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