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Copy Testing

This document discusses different methods for evaluating advertising creatives, including concept testing, communication research, and copy testing. Copy testing takes place after creative development and uses actual advertisements to evaluate their effectiveness. It is commonly used to test television advertising due to the high costs involved. Copy testing methods typically involve exposing a sample of respondents to advertisements in simulated real-world contexts and then measuring outcomes like recall, message communication, and persuasion. The results are used to select the most effective creative concept to move forward with.

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Arunjeet Singh Rainu
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10K views10 pages

Copy Testing

This document discusses different methods for evaluating advertising creatives, including concept testing, communication research, and copy testing. Copy testing takes place after creative development and uses actual advertisements to evaluate their effectiveness. It is commonly used to test television advertising due to the high costs involved. Copy testing methods typically involve exposing a sample of respondents to advertisements in simulated real-world contexts and then measuring outcomes like recall, message communication, and persuasion. The results are used to select the most effective creative concept to move forward with.

Uploaded by

Arunjeet Singh Rainu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Evaluating Creatives*

Concept Testing: Assessment of potential


creatives
Communication Research: A Look at the
Advertising Creative
Copy Testing: Assessment of creative
achievement

The word creative when used as a noun refers to an


actual advertisement

Copy Testing

Communication research is performed during creative


development and is diagnostic in nature
Copy testing takes place after creative developments
using actual ads, and is evaluative in nature (more and
more MR firms are treating Copy Testing as diagnostic, as
a follow up to concept testing, making it more like
communication research)
Independent marketing research companies specialize in
copy testing, and have established a set of norms upon
which go/stay decisions are made
The majority of copy testing is done on television
advertising, although options exist for print, radio, and
outdoor advertising as well

Television advertising is far more expensive to create


and run than other media, hence the abundance of tv
copy testing

Post Test Creative Selection

Statistical vs. Pragmatic Choice


1)

2)

Establish a confidence level a priori; if


copy measures differ to that extent, the
winner is obvious; otherwise use
judgment call as each copy is
statistically equivalent
Choose a criterion measure, and use this
as the ultimate judge; whichever copy
has the higher score on this measure is
the winner, regardless of the magnitude
of difference

Four key decisions to make

Place: in home viewing or out of home


Naturalness: forced versus unforced
exposure
Number of exposures before data collection
Key measures:

Recall
Message communication
Persuasion
Purchase intention

Brand Attitude
Ad attitude
Et cetera

Key Measures

Intrusiveness: measure of the ads ability to break through


the clutter and earn a place in the consumers mind

Communication: identifies the ideas that consumers got out


of the ad

The Lead Idea is the idea that is most often cited by


respondents

Persuasion: ads ability to generate favorable brand


attitudes

Unaided recall correct brand


Proved unaided recall
Proved brand aided recall

Purchase intent
Standard brand attitude measure

Commercial Reaction

Standard ad attitude measures

Typical structure of Television


Copy Test

Show a sample of 200 respondents a 30 minute program with test


ad imbedded
Program is broadcast on an unused cable channel so respondents
may view the program in their homes
The day after viewing, respondents are contacted and asked to
name the commercials they remember seeing during the program

If unable to name the commercials, they are prompted with correct and
incorrect answers
This tests both aided and unaided recall

Purchase intent can be ascertained with a pre-post exposure


measurement

Prior to watching, respondents are asked what brand they are likely to
purchase next time
After exposure, respondents are asked what brand they would prefer to
win
Asking the same preference question in a different context masks the
purpose of the question to ensure accurate responses

Typical Structure of a Magazine


Copy Test

125 respondents are recruited through mall intercepts


They are asked questions about media and product
usage
They are provided a fake magazine with test ad
imbedded and asked to quickly flip through and give
initial reactions
Ask respondents what ads they remember seeing
Have them look through magazine again, for a longer
time this time
Now ask recall, persuasion and communication
questions
Direct respondents to the test ad and ask them to read
it
Ask customized communication and diagnostic questions

Typical Measures in Print Copy


Testing

Recall/Recognition
Idea Communication
Brand Attitude
Ad Attitude
Purchase Intent
Stopping Power

Noted Readers: only remember seeing it


Associated Readers: read part of it
Read Most Readers: read more than half of it

Copy Testing Notes

Methodology should be as close to


real world as possible
Using multiple exposures and
collecting different data after each
exposure allows identification of long
term effects
Responses are more valid when
exposure occurs without respondent
knowledge of participation

When Using Outside Firms


Research Services

Some measures between companies may


have similar names, but measure
completely differently. Understand the
method completely so you can truly
ascertain the meaning of the data
Know what the norms are, and be sure
that they are current and appropriate to the
product
Ensure that measures used by research
firm are reliable and valid; if firm does not
share, or claims to not know, reliability and
validity diagnostics, be wary of results

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