Copy Testing

Copy Decision and Copy Testing

1. COPY DECISION AND COPY TESTING PRESENTED BY: KUMARI PRIYANKA RIMA MALLIK TOSHALI DEY KULDEEP SHIVHARE

2. Copy Testing 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. Reasons to measure effectiveness 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. Conducting research 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 Message variables : Meaningful, memorable, attractive e.g. - Ad showing celebrities using LUX beauty soap appears vague Media strategies: Integrated media mix(contribution of various media and their synergistic effect) Budgeting decisions: Relationship of ad budget and sales

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 Serve as a input into the next period’s situation analysis Methods used: Field Methods -

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 A dvertising C opy T esting): 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. Pretesting: Concept Testing Explores consumers response to various ad concepts as expressed in words, pictures or symbols. Conducted very early in the campaign development process.

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

10. Portfolio Test 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. On-Air Test 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. Post testing: Recall Test Tracking recall of advertising in magazines to assess performance and effectiveness Three measurement scores: Proven name registration Idea Communication Favorable buying attitude

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

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

15. THANK YOU…