From Copy Testing And Diagnostics To Process-Driven Improvement

Describes how SmithKline Beecham uses copytesting: the ARS Persuasion@ metric as a primary measurement, with quality diagnostics which are validated by testing and retesting executions after revision.

From Copy Testing and Diagnostics to Process-Driven Improvement

A paradigm shift in advertising development

Dan ShirleySmithKline Beecham Consumer Healthcare

'Copy testing' and 'diagnostics' are two common methods used by advertisers to evaluate their...