Copy testing: practice and best practice - a review of UK ad research procedures

Tim Ambler

One of the key purposes of copy testing is to help inform the decision of whether or not an advertising campaign looks likely to be a success.

Copy testing: practice and best practice

Tim AmblerLondon Business School

Scott GoldsteinNextel Communications

EXECUTIVE SUMMARY

Copy testing, otherwise known as pre-testing, is intended to improve advertising performance by providing diagnostic information...

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