PRE-REQUISITES FOR SUCCESSFUL COPY TESTING

This article is the third in a series on copy testing. The first article, titled "Weighing the Merits of Copy Testing," both weighed the merits and suggested ways copy (i.e., advertising communications) testing could be utilized to manage the development of more effective advertising. The second article, "Requisites for Successful Copy Testing," addressed the three key measures of successful copy testing, and marketplace performance. This article, "Pre-Requisites of Successful Copy Testing," deals with those pre-requisites of organizational beliefs, practices and processes that must first be satisfied before the requisites can be fulfilled and Leadership Communications can be achieved.

We hope you will find this article, and the series, helpful in your quest to achieve Leadership Communications. If you want to learn more, and build your skills, then consider participating in the Leadership Communications Conference we will be conducting in Evanston, Illinois, on 31 October through 3 November. For more information and to register go to bdn-intl.com or call Lori Vandervoort at 800 255-9831.

Pre-RequisitesForSuccessfulCopyTesting.pdf (PDF File)