The more natural the exposure setting, the more valid the copy test will be.

Question

Quizplus · Accepted Answer

The copy test measures the effectiveness of the advertising message at conveying its intended meaning and driving desired responses. To ensure accurate results, it is essential to replicate a natural exposure setting as closely as possible. This means using a typical media channel (e.g., TV, print, digital) and exposure frequency, as well as avoiding any artificial manipulation of the advertising environment (e.g., preloading content, using ad blockers). By doing so, the copy test can better reflect the real-world impact and value of the advertising campaign.

The More Natural the Exposure Setting, the More Valid the Copy