Diagnostic or predictive? Methods for copy-testing
Mike Hall
STRUCTURE AND SYNOPSIS
This paper addresses in detail the practical issues of designing and carrying out effective copy-tests1. It is sister to the theoretical paper Maximisation and Minimisation: Strategies for copy-testing given at the Admap conference of 20 January 1998.
It is apparent that Account Planners in UK ad agencies know little about copy-testing: rather like people used to say of Guinness, 'I know I don't like it which is why I've never tried it!'. But this is scant preparation for the moment when a methodology...