How To Conduct Copy Testing

Related Articles

There are 8 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.

Beware of big egos and agency killers

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.

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.

Getting the most out of your copy test

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.

See more articles on this topic

Recent Articles

Below are the 2 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

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.

Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

• Copy Testing

Conduct a detailed search of the entire Researcher SourceBook directory