Managing the Copy-Testing Process

11 Pages Posted: 16 Jun 2009

See all articles by Tania de la Pena Calderon

Tania de la Pena Calderon

University of Virginia - Darden School of Business

Paul Farris

University of Virginia - Darden School of Business

Abstract

The note describes various methodologies and philosophies of advertising copy testing. Additional material this might be used with: MANAGING SPENDING BALANCE IN ADVERTISING CAMPAIGNS: THE GRODD MODEL REVISITED.

Excerpt

UVA-M-0680

Rev. Sept. 8, 2010

MANAGING THE COPY-TESTING PROCESS

Copy researchers are sometimes cast as villainous curmudgeons in the drama of advertising agency and client affairs; but copy researchers see themselves as knights in shining methodology helping to craft more successful advertising.

Copy-Testing Basics

Copy testing is an area of marketing research that is intended to improve the effectiveness of advertising campaigns by providing quantitative information about the probable effectiveness of the ads prior to airing. As such, copy testing can have a significant impact on the decision-making process prior to committing the ads to full production and costly media plans.

. . .

Keywords: advertising

Suggested Citation

de la Pena Calderon, Tania and Farris, Paul, Managing the Copy-Testing Process. Darden Case No. UVA-M-0680. Available at SSRN: https://ssrn.com/abstract=1420579

Tania De la Pena Calderon

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

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