What you should know about copy testing
Kathleen Hunter
Q. We are deciding whether or not to employ copy testing. What are some of the most important points to consider?
A. Copy tests provide marketers with a quantitative evaluation of advertising effectiveness. They are undertaken to ensure that aired spots are likely to be well received by the target audience. Although there is an extensive variety of copy test designs, most feature the following:
open-ended items that gather unaided, verbatim reactions from respondents
scalar items that examine respondents' evaluations of the tested creative on a large number of...