Copy testing
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Copy testing is a specialized field of marketing research, it is the study of television commercials prior to airing them. Although also known as copy testing, pre-testing is considered the more accurate, modern name (Young, p.4) for the prediction of how effectively an ad will perform, based on the analysis of feedback gathered from the target audience. Each test will either qualify the ad as strong enough to meet company action standards for airing or identify opportunities to improve the performance of the ad through editing. (Young, p.213)
Pre-testing is also used to identify weak spots within an ad campaign, to more effectively edit 60-second ads to 30-second ads or 30’s to 15’s, to select images from the spot to use in an integrated campaign’s print ad, to pull out the key moments for use in ad tracking, and to identify branding moments. [1]
