Are you an EPFL student looking for a semester project?
Work with us on data science and visualisation projects, and deploy your project as an app on top of Graph Search.
Concept
Copy testing
Summary
Copy testing is a specialized field of marketing research that determines an advertisement's effectiveness based on consumer responses, feedback, and behavior. Also known as pre-testing, it might address all media channels including television, print, radio, outdoor signage, internet, and social media.
Automated Copy Testing is a specialized type of digital marketing specifically related to digital advertising. This involves using software to deploy copy variations of digital advertisements to a live environment and collecting data from real users. These automated copy tests will generally use a Z-test to determine the statistical significance of results. If a specific ad variation out performs the baseline in the copy test, to a desired level of statistical significance, this new copy variation should be used by the marketer.
In 1982, a consortium of 21 leading advertising agencies — including N. W. Ayer, D’Arcy, Grey, McCann Erickson, Needham Harper & Steers, Ogilvy & Mather, J. Walter Thompson, and Young & Rubicam — released a public document laying out the PACT (Positioning Advertising Copy Testing) Principles that constitute a good copy testing system. PACT states a good copy testing system must meet the following criteria:
Provides measurements which are relevant to the objectives of the advertising.
Requires agreement about how the results will be used in advance of each specific test.
Provides multiple measurements, because single measurements are generally inadequate to assess the performance of an advertisement.
Based on a model of human response to communications – the reception of a stimulus, the comprehension of the stimulus, and the response to the stimulus.
Allows for consideration of whether the advertising stimulus should be exposed more than once.
Recognizes that the more finished a piece of copy is, the more soundly it can be evaluated and requires, as a minimum, that alternative executions be tested in the same degree of finish.
Provides controls to avoid the biasing effects of the exposure context.
Official source
About this result
This page is automatically generated and may contain information that is not correct, complete, up-to-date, or relevant to your search query. The same applies to every other page on this website. Please make sure to verify the information with EPFL's official sources.