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Copy testing is a specialized field of marketing research that determines an advertisement’s effectiveness based on consumer responses, feedback, and behavior. Also known as pre-testing, it might address all media channels including television, print, radio, outdoor signage, internet, and social media. Automated Copy Testing is a specialized type of digital marketing specifically related to digital advertising. This involves using software to deploy copy variations of digital advertisements to a live environment and collecting data from real users. These automated copy tests will generally use a Z-test to determine the statistical significance of results. If a specific ad variation out performs the baseline in the copy test, to a desired level of statistical significance, this new copy variation should be used by the marketer. ==Features== In 1982, a consortium of 21 leading advertising agencies — including N. W. Ayer, D’Arcy, Grey, McCann Erickson, Needham Harper & Steers, Ogilvy & Mather, J. Walter Thompson, and Young & Rubicam — released a public document laying out the PACT (Positioning Advertising Copy Testing) Principles that constitute a good copy testing system. PACT states a good copy testing system must meet the following criteria: #Provides measurements which are relevant to the objectives of the advertising. #Requires agreement about how the results will be used in advance of each specific test. #Provides multiple measurements, because single measurements are generally inadequate to assess the performance of an advertisement. #Based on a model of human response to communications – the reception of a stimulus, the comprehension of the stimulus, and the response to the stimulus. #Allows for consideration of whether the advertising stimulus should be exposed more than once. #Recognizes that the more finished a piece of copy is, the more soundly it can be evaluated and requires, as a minimum, that alternative executions be tested in the same degree of finish. #Provides controls to avoid the biasing effects of the exposure context. #Takes into account basic considerations of sample definition. #Demonstrates reliability and validity. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Copy testing」の詳細全文を読む スポンサード リンク
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