1. COPY

2. COPY TESTING

3. WHY TO TEST?
WHEN TO TEST?
WHAT TO TEST?

4. 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.

5. WHEN TO TEST?
 Pre –testing
 Post -testing

6. 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?

7. POSITIONING ADVERTISING COPY TESTING

8. HOW “PACT” WAS MADE?

9. SOME OF THE AGENCIES THAT
SPONSORED PACT.
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N.W.AYER.Inc
Ted bates worldwide.Inc
Grey advertising.Inc
KM & G international. Inc
Needham, harper & steers,Inc

10. PRINCIPLES !!!!

11. PRINCIPLE 1
A good copy testing system provides measurements which
are relevant to the advertising.
PRINCIPLE 2
A good copy testing system is one which requires agreement
about how the results will be used in advance of each specific
test

12. PRINCIPLE 3
A good copy testing system provides multiple measurements,
because single measurements are generally inadequate to assess
the performance of advertisement
PRINCIPLE 4
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

13. PRINCIPLE 5
A good copy testing system allows for consideration of weather the
advertisement stimulus should be exposed more than once
PRINCIPLE 6
A good copy testing recognizes that the more finished a copy is
it can be evaluated soundly

14. 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

15. PRINCIPLE 9
Provides reliability and validity

16. QUESTIONS???

17. Thank you!!!