Sponsorship advertising. Copy-testing and tracking measures with guidelines for sponsors

Erik Du Plessis

This paper shows how the Viewer Response Profile was used as the basis for copy pre-testing in a theatre environment for a sponsorship commercial.

Sponsorship advertising. Copy-testing and tracking measures with guidelines for sponsors

Erik du Plessis (Impact Information (Pty) Limited) South Africa

INTRODUCTION

It is seldom that one obtains permission from clients to reveal information about the results of their advertising in an undisguised format. It is also seldom that one is in a situation where research has been used in both pre-testing and post-testing as well as the tracking of advertising and sponsorship effects. Therefore, it is a great opportunity to present this case study.

This paper will also discuss COMMAP - a copy-testing technique that will be new to most...

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