COPY

COPY TESTING

WHY TO TEST?WHEN TO TEST?WHAT TO TEST?

WHY TO TEST?

To make sound future decisions To keep in touch with new trends To find the point of saturation to have a clear break-up position.

WHEN TO TEST?

Pre –testing Post -testing

WHAT TO TEST?

Motives- what causes people to buy.

Message- facts to be communicated Media- how to reach audience? Overall results- have we achieved

our objectives?

POSITIONING ADVERTISING COPY TESTING

HOW “PACT” WAS MADE?

SOME OF THE AGENCIES THAT SPONSORED PACT.

N.W.AYER.Inc Ted bates worldwide.Inc Grey advertising.Inc KM & G international. Inc Needham, harper & steers,Inc

PRINCIPLES !!!!

PRINCIPLE 1A good copy testing system provides measurements which are relevant to the advertising.

PRINCIPLE 2A good copy testing system is one which requires agreement about how the results will be used in advance of each specific test

PRINCIPLE 3

PRINCIPLE 4

A good copy testing system provides multiple measurements, because single measurements are generally inadequate to assess the performance of advertisement

A good copy testing system is based on human response to communications. The reception of stimulus, the comprehension of the stimulus and the response to stimulus

PRINCIPLE 6

PRINCIPLE 5

A good copy testing system allows for consideration of weather the advertisement stimulus should be exposed more than once

A good copy testing recognizes that the more finished a copy is it can be evaluated soundly

PRINCIPLE 7

A good copy testing system provides controls to avoid the biasing effects of exposure context

PRINCIPLE 8

A good copy testing is one that takes into account basis considerations of sample definition

PRINCIPLE 9

Provides reliability and validity

QUESTIONS???

Thank you!!!