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 TV commercials. Copy testing is generally used as a means of choosing among two or more executions, while the purpose of diagnostics is to provide feedback and insight for improving an advertisement. The issue with both types of measurement feedback is that it is rarely determined whether their use actually does improve the sales effectiveness of the advertising. By performing due diligence to ensure that...