WEIGHING THE MERITS OF COPY TESTING
Copy testing, with clearly defined benchmarks, has become a requirement in many companies. It is perceived as essential to ensuring effective advertising communications. As such, marketing managers, their brands, ad agencies and/or, at minimum, ad budgets live and die by the numbers. While the employment of copy testing could lead to achieving advertising excellence it is, all too often, abused - leading to poor marketing communication development practices and processes.
This week's DISPATCHES is the first in a series of articles on how to achieve leadership advertising communications. It focuses on copy testing. The series was published previously but has been revised and is being reissued to provide you with a preview of the subject matter for the planned BDNI Leadership Communications Seminar. If you want to learn how to achieve more successful copy testing scores and, more importantly, marketplace performance from your advertising read the article "Weighing The Merits of Copy Testing." But if you really want to develop the needed skills consider registering for the Leadership Communications Conference.
The Leadership Communication Conference consists of 4 individual workshops: Discovering Customer Insights; Developing a strategically appropriate, single-minded Creative Brief; Realizing the BIG Idea; and Developing High Impact Communications Execution. Go to bdn-intl.com or call Lori Vandervoort at 800 255-9831 for more information or to register for the conference.
The Dispatch for September 24, 2006 can be found here:
WeighingTheMeritsOfCopyTestingRev.pdf (PDF File)