Copy Decision and Copy Testing

1. PRESENTED BY:
KUMARI PRIYANKA
RIMA MALLIK
TOSHALI DEY
KULDEEP SHIVHARE

2.  It
is a specialized field of market research
that determines advertisement’s
effectiveness based on customer response,
feedback and behavior.
 Useful for selecting one out of many ads
executions or to improve compression or
tone of the ads.
 It is both qualitative and quantitative market
research technique.

3.  Avoiding
costly mistakes
 Evaluating
alternative strategies
-Different forms of media, frequency, spokesperson, etc.
 Increasing
the efficiency of advertising in general
-No technical jargon nor too much creativity should be used
 Determining
if objectives are achieved

4. What to test??
Source factors: effectiveness of Spokesperson used
e.g.- Tiger Woods for Nike-successful
Britney Spears for Pepsi-Unsuccessful as she grew old
ii.
Message variables: Meaningful, memorable, attractive
e.g. - Ad showing celebrities using LUX beauty soap appears
vague
iii. Media strategies: Integrated media mix(contribution of
various media and their synergistic effect)
iv. Budgeting decisions: Relationship of ad budget and sales
i.

5. When to test??

Pretesting:
-Measures taken before the campaign is implemented.
-Occurs at point-idea generation, rough execution, testing the final version before
implementing it.
e.g-Concept testing
Methods used:
-Laboratory Methods
-Field Methods
 Advantages: Inexpensive feedback, money saving
 Disadvantages: Miscommunication, time delay

Post testing:
To determine whether the objective is accomplished or not
ii.
Serve as a input into the next period’s situation analysis
Methods used: Field Methods
i.
-

6. Where to test??
 Laboratory
tests:
Participants responses are measured by various methods as
pupil dilation, eye tracking or galvanic skin response.
Advantages:
-Control: changes in copy , illustration, format
Disadvantages:
-Realism: lack of realism is testing bias
 Field tests:
These are tests of the ads under natural viewing situations
Disadvantages: Lack of control

7. How to test??
PACT(Positioning Advertising Copy Testing):
It defines Copy Testing as a research, which is undertaken
when a decision is to be made about whether ad should
run in the marketplace.
Classification of testing methods:
 Pretest:
Laboratory methods: Concept test, Rough tests, Portfolio
tests
Field methods: On-Air test
 Post test:
Field methods: Recall test, Day-after recall Tests,
recognition test

8.  Explores
consumers response to various ad
concepts as expressed in words, pictures or
symbols.
 Conducted
very early in the campaign
development process.

9.  It
indicates how the finished commercials will
perform.
 It involves lab settings as well on-air field tests.
 Categorization of rough testing:
i.
Animatic rough
ii. Photomatic
iii. Live-action rough

10.  After
looking through a portfolio of different versions
of a particular advertisement, respondents chosen
from the target market are asked to recall in detail
those which they can remember.
Readability Test:
 The
communication efficiency of the copy in a print
ad is tested.
 Sentences should be short and words should be
concrete and familiar.

11.  The
ads are inserted into actual TV programs
in certain test markets. These ads are in
finished form.
 Day after recall scores : primary measure
used in this test
 More effective and reliable than laboratory
methods as these tests are conducted in
natural environments.

12.  Tracking
recall of advertising in magazines to
assess performance and effectiveness
 Three measurement scores:
i.
Proven name registration
ii. Idea Communication
iii. Favorable buying attitude

13.  Most
popular method of post testing
employed in the broadcasting industry.
 Disadvantages:
i.
Security issues: Test markets could be seen
by competitors
ii. Program content may influence recall

14.  Determining
recognition of print ads and
comparing them to other ads of same variety.
 Starch Ad readership reports generates 3
recognition scores:
i.
Noted score
ii. Seen-associated score
iii. Read-most score