Is CopyVision validated?
A.5: No. “Validated” in terms of copy test systems suggests that results from the study will replicate in the real world. There are ways to link copy test scores with changes in the marketplace, which copy test systems then use to prove the predictive power of their products. CopyVision is designed to help advertisers in the early stages of advertising development. From a CopyVision test, it is expected that even the “winners” of ads tested will go through revision before they are finished, produced, and put on air. What reaches the final airwaves will likely resemble the early stage ad in title only. Thus, there is no expectation to validate results from early stage to on-air success as the ads are essentially different. There are likely to be advertisers that want to test finished advertising with CopyVision. CopyVision will give them fast, diagnostic learning about the ads, however, the service was developed as a diagnostic aid to early stage development.
