How to use copy testing or pre-testing
Daren Poole
Millward Brown
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Advances in techniques and technology now enable entire advertising campaigns to be pre-tested for effectiveness, not just single TV executions, and responses such as brand perception and virality can be predicted. Daren Poole of Millward Brown discusses how best to use copy testing, the different ways of testing and the steps in achieving best practice.
Definition
Copy testing (also known as pre-testing)...