Research Topics:

Advertising Research | Copy Testing | Copy Testing-Online | Copy Testing-Print | Copy Testing- Radio/TV

Industry/Market Focus:

Advertising Agencies

Content Type:

Glossary

Copy Testing Definition

Testing used to determine a target audience's reaction to alternative advertising text or preliminary ad concepts.

Copy testing is the evaluation and assessment of elements of advertising copy or content before it's launched to a wider audience. It gauges the impact of messaging visuals and overall presentation in achieving their desired marketing objectives. The process is intended to identify potential issues, enhance content and improve the likelihood of a successful campaign. What’s more, it reduces the uncertainty that comes with launching marketing campaigns and ensures that the target audience will respond to a product’s messaging. Addressing issues early in the creative process allows marketing professionals an opportunity to refine content for better engagement, message retention and a higher return on investment.

Who relies on copy testing?

Marketing teams, advertisers and brands rely on copy testing to make certain that advertising materials resonate with their target audiences. What’s more, market research firms and advertising agencies use the testing method to collect insights for their clients.

Why should I care about copy testing?

Copy testing identifies potential weaknesses in content and improves the overall effectiveness of a business’s messaging before marketing efforts are launched to the public. This process minimizes the risk of miscommunication or poorly received campaigns.