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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.

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 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.
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.
The four types of brand memories
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.

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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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