How to use copy testing or pre-testing

This article outlines the pros and cons of using copy testing to optimise a campaign, as well as a number of best practice guidelines.

How to use copy testing or pre-testing

Daren Poole

Millward Brown

Jump to:Definition | Where to Start | Essentials | Checklist | Case studies | Further reading

Advances in techniques and technology now enable entire advertising campaigns to be pre-tested for effectiveness, not just single TV executions, and responses such as brand perception and virality can be predicted. Daren Poole of Millward Brown discusses how best to use copy testing, the different ways of testing and the steps in achieving best practice.

Definition

Copy testing (also known as pre-testing)...

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