Copy test (advertising research)

In marketing communication ( advertising ), a copy test is a test procedure in which the effect of an advertising template (usually advertising spots , advertisements or posters ) on the intended target group is examined. The aim is to test the advertising effectiveness of various possible advertising subjects in order to make a definitive choice. Modern test methods are used to check whether the advertising template leaves a lasting advertising impression and leads to an action ( e.g. purchase of a product) or an increase in the image of the test persons .