positioning advertising copy testing
DESCRIPTION
TRANSCRIPT
![Page 1: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/1.jpg)
COPY
![Page 2: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/2.jpg)
COPY TESTING
![Page 3: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/3.jpg)
WHY TO TEST?WHEN TO TEST?WHAT TO TEST?
![Page 4: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/4.jpg)
WHY TO TEST?
To make sound future decisions To keep in touch with new trends To find the point of saturation to have a clear break-up position.
![Page 5: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/5.jpg)
WHEN TO TEST?
Pre –testing Post -testing
![Page 6: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/6.jpg)
WHAT TO TEST?
Motives- what causes people to buy.
Message- facts to be communicated Media- how to reach audience? Overall results- have we achieved
our objectives?
![Page 7: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/7.jpg)
POSITIONING ADVERTISING COPY TESTING
![Page 8: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/8.jpg)
HOW “PACT” WAS MADE?
![Page 9: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/9.jpg)
SOME OF THE AGENCIES THAT SPONSORED PACT.
N.W.AYER.Inc Ted bates worldwide.Inc Grey advertising.Inc KM & G international. Inc Needham, harper & steers,Inc
![Page 10: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/10.jpg)
PRINCIPLES !!!!
![Page 11: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/11.jpg)
PRINCIPLE 1A good copy testing system provides measurements which are relevant to the advertising.
PRINCIPLE 2A good copy testing system is one which requires agreement about how the results will be used in advance of each specific test
![Page 12: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/12.jpg)
PRINCIPLE 3
PRINCIPLE 4
A good copy testing system provides multiple measurements, because single measurements are generally inadequate to assess the performance of advertisement
A good copy testing system is based on human response to communications. The reception of stimulus, the comprehension of the stimulus and the response to stimulus
![Page 13: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/13.jpg)
PRINCIPLE 6
PRINCIPLE 5
A good copy testing system allows for consideration of weather the advertisement stimulus should be exposed more than once
A good copy testing recognizes that the more finished a copy is it can be evaluated soundly
![Page 14: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/14.jpg)
PRINCIPLE 7
A good copy testing system provides controls to avoid the biasing effects of exposure context
PRINCIPLE 8
A good copy testing is one that takes into account basis considerations of sample definition
![Page 15: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/15.jpg)
PRINCIPLE 9
Provides reliability and validity
![Page 16: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/16.jpg)
QUESTIONS???
![Page 17: Positioning advertising copy testing](https://reader033.vdocuments.us/reader033/viewer/2022061218/54b6541a4a79596f768b456e/html5/thumbnails/17.jpg)
Thank you!!!