27-06-2012, 04:35 PM
Copy testing
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COPY TESTING
Copy testing is a significant aspect of market research. It involves studying advertisements before they are aired. This is done to assess the effectiveness of an advertisement. It is the study of television commercials prior to airing them, and is defined as research to determine an ad’s effectiveness based on consumers’ responses to the ad. It covers all media including print, TV, radio, Internet etc. Although also known as copy testing, pre-testing is considered the more accurate, modern name for the prediction of how effectively an ad will perform, based on the analysis of feedback gathered from the target audience.
FEATURES OF A GOOD COPY TESTING SYSTEM
Provides measurements which are relevant to the objectives of the advertising
Requires agreements about how the results will be used in advance of each specific test.
Report Card Measures
The predominant copy testing measure of 1950’s & 1960’s.This measure is used to filter commercial execution and help management make the go/no go decision about which ads to be aired. Day-After Recall (DAR) was interpreted to measure an ad’s ability to “break through” into the minds of the consumer.
COMMON MISTAKES IN COPYWRITING
Vagueness: avoid generalizations and imprecise words
Wordiness: a copy has to fit in a limited time frame as receivers bore easily
Triteness: avoid clichés and worn-out superlatives
Creativity for creativity sake: a copy that is very funny but fails to register the main setting theme is useless. Creativity should attract and hold attention.
COPY APPROVAL PROCESS
• The propose copy is read by the client & the agency who are ill-prepared to judge the quality of a copy.
• The copywriter submits a draft to either the senior writer, or the creative director or both.
• The redrafted copy is shown to management team within the agency.
• If recommendations are made then good recommendations are taken into consideration and made as per the need.
• Final copy is submitted to the senior executives of the client company for the final approval.
• The copywriter should be allowed to exercise his creative expertise with in the advertisers guidance but not overbearing interference.