Navigation

  • CT Text Sphere

    Memory is a net: one finds it full of fish when he takes it from the brook, but a dozen miles of water have run through it without sticking.

    Oliver Wendell Holmes, 1858

Welcome

Our goal is to provide an introduction to the theoretical underpinnings of Copy Testing Research.

The key tenet of our effort is that advertising content is the greatest force multiplier in advertising effectiveness. It can enhance the value of media expenditures by as much as 5 times and materially contributes to the long-term consequences important for brand-building. Good advertising works on both cognitive and emotional levels. For this reason, the site presents the views of cognitive and emotions-driven theorists, rather than advocate for a particular copy testing system. It focuses on information that is not ordinarily accessible to the research practitioner.

We hope that the site will be a useful jumping off point for thinking copy testing options and how they can be applied to improve advertising content.