How To Conduct Copy Testing

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.

The big picture

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.

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.

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.

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

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

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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Recent Articles

Below are the 3 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

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.

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

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.

What Casablanca can teach us about conducting more effective ad research

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.

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