Beyond copy testing

John Walling and Sian Owen

Argues for the ARS Persuasion method of copytesting, on the grounds that it is both reliable and valid, being consistently related to sales success.

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...

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