Beyond copy testing
John Walling and Sian Owen, rsc, show how adding a process dimension to advertising can produce systematic improvement
John Walling & Sian Owen
Traditionally, the advertising industry has used copy testing albeit sometimes grudgingly as a means of choosing among the executions for a given brand. In his overview of the history of copy testing, Darrell Lucas defined copy testing's role as 'an aid in making the best choice among two or more alternative advertisements or commercials.'1The PACT Agencies came to a similar conclusion, proclaiming that copy testing's purpose is 'to...