Dictionary of Marketing Terms: copy research
copy research
analysis and evaluation of the advertising message. Copy research is an aspect of advertising research and includes both the pretesting and the posttesting of advertisements or commercials in print or broadcast. Pretesting explores the product claims, technical aspects, target audience, and other areas affected by the copy, before or at the very beginning of the advertising campaign. Posttesting will explore the effectiveness of the copy in communicating the advertising message and its meaning, at the conclusion of an advertising campaign.
