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Copy Test Template

Overview

The Copy Test survey provides a way to test and develop effective advertising. With this template, researchers can receive feedback on an ad to determine if it is having the desired impact and to learn what the customer likes or dislikes about it. The template includes a video advertisement, but a text description, graphic, or audio clip may be used as well.

A Copy Test survey typically consists of three stages: the researcher captures a respondent's baseline state, exposes them to the advertising, then captures the respondent's post-exposure state (their reactions to and recollections of the advertising). Gathering data before and after exposure to the advertising allows researchers to make assessments about the changes that the advertising may have brought about in respondent's perceptions.

1: Template Design

The Copy Test template includes the following sections:

  • Screener
  • Initial baseline opinion / interest of brands
  • Exposure to the advertisement
  • Reactions to the ad
    • Did the main message break-through
    • Likes / Dislikes
    • Attributes ratings
  • Opinion / interest of brand (post - ad exposure)
    • Attribute ratings
  • Usage / Buying Behaviors
  • Demographics

2: Template Parameters

The Copy Test template is set up with the following parameters. Each of these may be customized according to the needs of your project.

2.1:  Screener

The following screening criteria has been setup for this template:

  • Head of household
  • Industry screener
  • Ages 18-64
  • Primary purchase decision maker
  • Must properly see / hear the test advertisement in the survey

2.2:  Quotas

The following quotas have been setup for this template:

  • gender: N =1500, 50% Male, 50% Female
  • age: N=1500, 15% 18-24, 49% 25-44, 36% 45-64

2.3:  Industry Name

Replace the "generic industry" placeholder text with the industry name of your current project:

The "generic industry" placeholder text can be found in the following locations in the template:

  • Q2: r3 row text
  • Q5: question text
  • Q6: question text
  • Q7: question text
  • Q8: question text
  • Q27: question text
  • Q28: question text
  • Q29: question text
  • Q30: question text

2.4:  Brand List

Replace the brand list with the appropriate list of brands for your current project:

The Brand List can be found in the following locations in the template:

  • Q6: row text
  • Q7: row text
  • Q8: row text

2.5:  Advertisements

The elements labeled Q9_audio and Q9 function as a sound check to ensure that respondents' computers are properly set up before they view the advertisement video in Q10.

Q9_audio and Q9 can be deleted if a sound check is not desired.

Replace the sample advertisements at Q10 with the advertisements you wish to test in the current survey:

2.6:  Sponsored Brand

Replace the "Sponsored Brand" placeholder text with the sponsored brand name of your current project:

The "Sponsored Brand" placeholder text can be found in the following locations:

  • Q21: question text
  • Q22: question text
  • Q23: question text
  • Q26: question text

2.7:  Statements

Replace the "Statement" placeholder text in the rows of Q25 with the desired statements about the ad:

2.8:  Attributes

Replace the "Attribute" placeholder text in the rows of Q26 with the desired attributes about the sponsored brand: