The Communications Hierarchy Framework for Evaluating Copytesting Techniques

Abstract

Each year, substantial sums of money are invested in evaluating advertising—both individual commercials as well as entire campaigns. Because each copytesting technique is founded on a different theoretical base, test results are often inconsistent and confusing. To improve the efficiency of the management of advertising research, a framework is needed to help management translate copytesting results into meaningful decisionmaking information. By examining the data of an actual advertising copytesting situation, this paper develops a framework for improving the understanding of copytesting techniques and their application to various product categories.