Although copytesting is widely used throughout the world, most of it is low quality and unreliable. Often, it is unclear as to what is actually being evaluated. Only rarely do copytesting studies provide any insights into actual performance.
To ensure the success of your advertising campaign, THE MARKETING ANALYSTS believes advertising research must comply with the following principles.
- Copytesting should provide measurements that are relevant to the specific objectives of the advertising campaign. For example, if the objective of an advertising campaign is to evoke emotional appeal, a measure of day-after recall would be appropriate.
- Copytesting research should provide actionable insights and recommendations that project the campaign’s success or failure. If the research suggests that the campaign will not achieve performance objectives, the campaign maybe be cancelled or media distribution maybe scaled back.
- Copytesting should rely on multiple performance measurements.
- Copytesting should be based on measurements of human response. This includes the reception of a stimulus, the comprehension of the stimulus and a measureable response to a stimulus.
- Copytesting research should suggest the number of exposures required to produce a stimulus.
- Copytesting should attempt to duplicate an actual environment (clutter, competitive offerings, etc) where the ad is scheduled to be placed, received, processed and responded too.
- Copytesting should take into account basic sampling considerations.
- Copytesting should be based on reliable and valid research methodology.
While these principles establish a high set of standards, they should be regarded as necessary.