A brief guided tour through the copy-testing jungle

Paul Feldwick

Thoughtful discussion of the theories and techniques of copy testing. The different spectrum of attitudes between `accurate prediction' and `pure judgement' (quantitative - qualitative, U.S.

A brief guided tour through the copy-testing jungle

Paul Feldwick

 

Copy testing embraces a number of quite radically different techniques, based on different theories and assumptions about how advertising works.

It is also a highly competitive marketplace, where the suppliers of each technique will tend to stress the merits of their own particular method with a bewildering degree of conviction. The advertiser might well say to himself: 'Surely they can't all be right?'. And his advertising agency may well advise him: 'No, none of them are'. We shall try to pick our way through this confusing landscape and review...

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