How to use copy testing or pre-testing

Daren Poole

Millward Brown

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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.


Copy testing (also known as pre-testing) is the evaluation of creative executions, normally prior to airing, to determine their likely efficiency and effectiveness at driving return on advertising investment. It can help brands improve their messaging ahead of launch and ensure that media spend is invested behind advertising that has the best chance of working.

Where to start