Copy Test Research and ATS
Copy testing is a general class of tests that evaluate and diagnose the communication power of an advertisement – either broadcast (television, radio), print (newspapers, magazines), or more recently, the Internet. and/or advertising research is a general class of tests that evaluate and diagnose the communication power of an advertisement – either broadcast (television, radio), print (newspapers, magazines), or more recently, the Internet. Copy tests are an integral part of the creative development process, and (of necessity) always follow the development of one or more advertising alternatives. These alternatives attempt to embody an advertising strategy that has been identified through previous phases of research.
Copy tests are usually conducted (1) after a strategic/positioning study indicated an opportunity for the brand that, in turn, feed copy development; (2) after qualitative research (focus groups, in-depths) has been used in the creative development process; or (3) after tracking research has indicated that the current campaign is no longer building awareness or image. Practically speaking, copy tests can be conducted at any time there is new advertising that needs to be evaluated.
GfK ATS® is a standardized international post-testing system to continuously measure the impact of advertising campaigns under real-life conditions.
