Write with Purpose
Effective advertising starts with appeal. With ad/copy testing, we test advertising and key messages to identify appealing elements and opportunities for refinement.
This research can be conducted in person via focus groups or using a web-enabled telephone interview to show the concepts via a secured website.
The types of activities and questions used during ad/copy testing include:
- Message: What are the key messages communicated by the advertisement?
- Emotion: What are the emotions that the advertising evokes? Why?
- Performance: How well does this concept perform against objectives in the creative brief?
- Overall Appeal: What aspects of the ad are appealing (both graphically and textually)?
Ad/copy testing allows advertising agencies and marketers to understand the range of potential responses to creative output.
For more on ad testing, please view this article: Advertising Testing Techniques.
