Copy Research is a type of survey method used to test the effectiveness of an advertising message based on consumer reaction. This method can be used for all kinds of advertisement channels : broadcast (TV, Radio), Print (newspapers, magazine), social media and Internet.
It is conducted in two phases:
• Pre-testing: This explores the technical aspects, product claims, target audience and other areas before or at the beginning of the advertisement campaign.
• Post-testing: It explores the effectiveness of the advertisement in communicating the message at the conclusion of an advertisement campaign.
Copy research is an important part of the creative development process and is used to choose among multiple advertisements based on the impact it has on the consumer and whether the advertisement was able to communicate the intended marketing strategy. For copy research to be effective, the consumers should be from the target group of the advertisement.
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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