Abstract:

We decided to improve the diagnostic and prognostic value of our copy tests and conducted a number of experiments which measured the effect of advertising in terms of changes of attitudes towards the advertising product or service. The Delta Copy Test has demonstrated that it is possible to isolate the measurable attitude changing effects of test advertisements by a properly designed experiment. Intensified exposure can help to measure sensitively the test advertisement influenced changes of attitudes towards the advertised product or service even within small samples. The test supplies a possible solution for obtaining comparable results for test advertisements of different media. It was clearly stated that the Delta Copy Test and - as we assume any other standard copy test - cannot be constructed to inform about both the attitude changes influenced and the attention value achieved, by a test ad.