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 relevant dimensions

The typical sample size for a copy test is 100 per execution. Should there be a need to carefully examine the evaluations of several population segments, the sample size can be greater. Copy tests measure the degree to which