Copy testing is the process of studying an advertisement before it is being aired to find out how the customers will respond to that ad and hence determine its effectiveness. It is specialized field of marketing research that encompasses all media like television, radio, print ads and Internet. Pre-testing very often is considered as the most accurate and modern name for predicting how effectively any ad may perform. These predictions are based upon viewers’ feedback about the ad. Each evaluation of the ad would either designate the ad as strong or as weak. If it rated strong then it is considered good enough and will meet company’s ambition, on the other hand if it is rated weak in the standards of airing, then it is edited in order to improve its performance.
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