Answers:
Copy testing is a specialized field of marketing research that determines an ad’s effectiveness based on consumer responses, feedback, and behavior. Also known as pre-testing, it covers all media channels including television, print, radio, internet, and social media.
Features of a Good Copy Testing System
· Provides measurements which are relevant to the objectives of the advertising.
· Requires agreement about how the results will be used in advance of each specific test.
· Provides multiple measurements, because single measurements are generally inadequate to assess the performance of an advertisement.
· Based on a model of human response to communications – the reception of a stimulus, the comprehension of the stimulus, and the response to the stimulus.
· Allows for consideration of whether the advertising stimulus should be exposed more than once.
· Recognizes that the more finished a piece of copy is, the more soundly it can be evaluated and requires, as a minimum, that alternative executions be tested in the same degree of finish.
· Provides controls to avoid the biasing effects of the exposure context.
· Takes into account basic considerations of sample definition.
· Demonstrates reliability and validity.