Copy Testing - A True Team Effort

Discusses copy-testing as it is practised at Warner-Lambert: how it is organised and used. Includes some discussion of the ARF Copy Research Validity Study and IRI's 'How Advertising Works'.

Copy Testing - A True Team Effort

James Staffaroni

It is not easy for me to stand up here as though I were an expert on copy research and relate all of my wisdom on the topic to you. Of all of the areas of marketing research, copy testing remains for me one of the most difficult. It is probably most responsible for the splurge of gray hair that has erupted on my head recently. Over the past two years or so, my group has spent a tremendous amount of time and effort on copy testing, but there still seem...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands