Copy Testing

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Copy Testing

• Chapter 23

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Learning Objective

• Explain how copy testing differs from
  communication testing.
• Determine the role of copy research in the
  evaluation and selection of advertising creative.
• Evaluate the strengths and weakness of copy
  testing options for television and magazine
  advertising.

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Copy testing vs Communication testing
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Copy Testing Options for Television

• Four Dimensions
• Place
• Naturalness
• Number of advertising exposure
• Key Measures

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Copy Testing Options for Television

• Place

• At home
• Out of home

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Copy Testing Options for Television

• Naturalness

• Completely naturalness
• Quasi-natural situation
• Forced exposure

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Copy Testing Options for Television

• Number of advertising exposures

• One exposure
• More exposure

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Copy Testing Options for Television

• Key Measures

• Advertising recall
• Message communication
• Attitude Shift
• Buying intention (persuasion)
• Attitudes toward the advertising

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At Home Viewing, Quasi-Natural Viewing Situation

• ASI Marketing Research Recall Plus and Apex

• Recall plus - measures respondents recall of the
  test commercial.
• Apex adds a measure of persuasion to the recall
  plus

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At Home Viewing, Quasi-Natural Viewing Situation

• Gallup Robison
• In Tele Test

• Videotaped television program.
• Test commercials are embedded in an actual
  television pilot and distributed to respondents
  via VCR cassettes.

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At Home Viewing, Quasi-Natural Viewing Situation

• Gallup Robison
• In Tele Test

• Measures
• Intrusiveness
• Communication
• Persuasion
• Commercial reaction

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At Home Viewing, Quasi-Natural Viewing Situation

• Mapes and Ross On-Air Television Commercial
  Evaluation System

• Measures commercial effectiveness and consumers
  reactions to commercials within the context of an
  actual broadcast television program.

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Out of Home Viewing, Quasi-Natural Viewing
Situation

• Research Systems Corporation ARS Persuasion
  System

• Evaluate a commercials persuasiveness and
  commercial recall.
• 400-600 randomly selected adults attend a
  screening of two television pilot programs.

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Out of Home Viewing, Forced Viewing Situation

• Testing is conducted via a group interview
• Testing is conducted at a central research
  facility
• Handheld interactive devices are used for data
  input
• Key measures relate to reactions to the
  advertising
• Responses to the advertising can be seen on a
  second by second basis and are available
  immediately after advertising exposure.

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Copy Testing for Magazine Advertising

• Forced Exposure
• Prototype magazine
• Actual magazine

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Copy Testing for Magazine Advertising

• Forced Exposure- Perception Research Services

• Using eye tracking and supplemental diagnostic
  questions.

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Copy Testing for Magazine Advertising

• Testing in Context of Prototype MagazineMcCollum
  Spielman Worldwide

• Using a prototype issue of a magazine to test
  print advertising.

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Copy Testing for Magazine Advertising

• Testing in Context of an Actual Magazine

• ASI Print Plus - designed to assess the
  persuasiveness of a print advertisement.
• Gallup Robinson Rapid Ad Measurement
• (RAM)
• Mapes and Ross Magazine Advertisement Evaluation
  System.
• Roper Starch Worldwide Roper Readership Reports.

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Evaluating Alternative Copy Testing Methodologies

• Real world exposure - more accurate
• Different number of exposure
• Respondent are not aware that they are
  participating in copy testing.
• Methodologies that provide multiple measures are
  generally more informative and useful
• Select the right methodologies
• Use current and appropriate norms
• Concern about methodological validity and
  reliability

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Skip copy testing from a legal perspective, p.
579-587