Copy testing
Copy testing is a research method used in marketing to evaluate the effectiveness of advertising or marketing messages. It involves showing a sample audience a draft of an advertisement or marketing material and gathering feedback on various aspects such as clarity, persuasiveness, likability, and relevance.
There are different approaches to copy testing, including qualitative methods like focus groups and interviews, as well as quantitative methods such as surveys and online testing. The goal of copy testing is to ensure that the final advertising or marketing material resonates with the target audience and achieves the desired objectives.
Some common metrics used in copy testing include brand recall, message comprehension, purchase intent, and overall likability. By analyzing the feedback from copy testing, marketers can make informed decisions on how to refine their advertising strategies to maximize impact and return on investment.
Overall, copy testing plays a crucial role in the advertising and marketing industry by providing valuable insights into how consumers perceive and respond to different types of messaging. It helps companies optimize their creative content and messaging to drive better results and achieve their marketing goals.
Examples of copy testing tools:
- SurveyMonkey
- Qualtrics
- UsabilityHub
For more information about copy testing, you can visit the Wikipedia page.