Comparison of Copy Testing Software: CopyOpt, CopyScreen, CopyTest, and CopyCheck
Advertising Research (Copy Testing)
Advertising is one of the most important and most expensive marketing functions, but a large share of advertising dollars is wasted every year. Seldom is the foundational strategy of the advertising optimal. Rarely are all of the communication issues fully understood. Rarely are ads and commercials adequately tested before they are “aired.” Because of the great strategic potential of good advertising, Decision Analyst has devoted more than three decades of research and experimentation to develop the following advertising services.
CopyOpt™ (Advertising Optimization)
CopyOpt is a Decision Analyst proprietary advertising optimization system, is used to help create prototype advertising concepts by determining the optimal combinations of the variables.
How Does CopyOpt™ Work?
The basic variables of a brand's advertising are positioning, messages, and images. Once the basic variables of effective advertising for a brand are identified (based on qualitative research and/or innovation services), those variables are used for CopyOpt™, Decision Analyst's Advertising Optimization system. This is achieved by presenting target-audience consumers with choice-modeling experiments. Different positionings, messages, themes, illustrations, imagery, music, etc., can represent thousands of possible ads. CopyOpt™ tests subsets of all of these possibilities to predict the effectiveness of every possible combination of elements. Each respondent usually sees five to 10 scenarios (i.e., combinations of variables). Choice modeling is used to derive the potential selling value of all possible combinations. CopyOpt™ permits hundreds of creative possibilities to be evaluated efficiently. The top 10 or top 15 advertising concepts are identified for additional testing, beginning with CopyScreen®.
CopyScreen®
An early-stage advertising research system to evaluate embryonic advertising ideas and concepts in print-ad format in batches of 10 to 20 at a
Advertising is one of the most important and most expensive marketing functions, but a large share of advertising dollars is wasted every year. Seldom is the foundational strategy of the advertising optimal. Rarely are all of the communication issues fully understood. Rarely are ads and commercials adequately tested before they are “aired.” Because of the great strategic potential of good advertising, Decision Analyst has devoted more than three decades of research and experimentation to develop the following advertising services.
CopyOpt™ (Advertising Optimization)
CopyOpt is a Decision Analyst proprietary advertising optimization system, is used to help create prototype advertising concepts by determining the optimal combinations of the variables.
How Does CopyOpt™ Work?
The basic variables of a brand's advertising are positioning, messages, and images. Once the basic variables of effective advertising for a brand are identified (based on qualitative research and/or innovation services), those variables are used for CopyOpt™, Decision Analyst's Advertising Optimization system. This is achieved by presenting target-audience consumers with choice-modeling experiments. Different positionings, messages, themes, illustrations, imagery, music, etc., can represent thousands of possible ads. CopyOpt™ tests subsets of all of these possibilities to predict the effectiveness of every possible combination of elements. Each respondent usually sees five to 10 scenarios (i.e., combinations of variables). Choice modeling is used to derive the potential selling value of all possible combinations. CopyOpt™ permits hundreds of creative possibilities to be evaluated efficiently. The top 10 or top 15 advertising concepts are identified for additional testing, beginning with CopyScreen®.
CopyScreen®
An early-stage advertising research system to evaluate embryonic advertising ideas and concepts in print-ad format in batches of 10 to 20 at a