Copy Testing

Asia-Pacific Marketing Federation Certified Professional Marketer
Copyright by Marketing Institute of Singapore

What to Test 3. Introduction 2. When to Test .Organization 1.

Introduction  Concerns measuring ad effectiveness Important because: (a) Avoid costly mistakes (b) Evaluate alternative strategies (c) Increase efficiency of advtg in general .

Reaction to Product – Receptiveness to product – For high-involvement products .What to Test 1. Reaction to Ad – Level of product awareness – Attitude changes – For low-involvement products 2.

Importance of Various Elements in Improving Advertising Effectiveness Strength of basic concept Attention getting device Visual elements Copy Production value Suitability of medium Timing of insertion Lack of clutter Repetition Very Important 99% 43 56 72 26 59 9 24 50 Somewhat Important -.% 52 43 26 65 37 60 57 45 Not very Important -.% 4 -1 8 2 6 17 2 .

illustrations  Comprehension and reaction  Focus group and Consumer Jury Panel  .Concept Generation Test Explore targeted consumer’s response to potential ad  Test positioning. headlines. copy.

Ad Recognition Whether audience can recognize an ad as one he has seen before  Necessary condition for effective advertising  Starch Readership Scores – Noted – Seen associated – Read most  .

High false alarming Interviewer sensitivities . Highly reliable Problems:   Low validity.

Do you remember which brand was advertised?  .Ad Recognition Survey Respondent is shown commercial  Questions: – Do you remember seeing this commercial on TV? – How interested are you in what this commercial is about? – We have blocked out the name.

Ad Recall    Whether audience can recall an ad Aided or unaided Day-After-Recall (DAR) – Not appropriate for emotional commercials .

recall and sales   .Problems:   Not reliable Recall favors unemotional appeals – Articulation of message content Affected by program where commercial is placed – Ads in soap operas better recalled No association between recall and persuasion.

When to Test     Beginning of creative process End of creative process End of production stage After campaign is launched Pretest .

Pre-test:  Before campaign is launched  Qualitative research  Mock-ups of finished copy – May not communicate as effectively as final version  Field tests .

Emphasis on pre-test depends on: (1) Level of risk  If new creative concept  high risk  earlier feedback required (2) Amount of ad budget  Large amount  more tests required (3) Cost  Major cost is not the test but the production of test materials. more emphasis on earlier tests . Therefore.

Post-test:  After campaign  Surveys Functions: (1) To see if campaign objectives have been met (2) To act as the situation analysis for next campaigning .

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