Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
11012545 | Journal of Nutrition Education and Behavior | 2018 | 11 Pages |
Abstract
A copy test is a business tool for assessing advertisements. This report provides an example of how copy test may be used within nutrition education practice and research. A public health nutrition advertisement for You're the Mom was copy tested with a market research firm. Mothers (nâ¯=â¯300) were aged 22-49years, had a household income <$50,000 and â¥1 child aged 4-8years and bought fast food â¥2-3times/mo. Compared with advertisements for for-profit goods, the advertisement scored high on impact (77th percentile) and moderate on persuasiveness (46th percentile) and communicated 2 key messages at higher rates than norms (51% and 46%) and a third at a lower rate (37%). Copy test results can best inform campaign development when the distinct purpose of the ad (versus the overall campaign) is clear; and when evaluation tools are designed to align directly with that purpose.
Keywords
Related Topics
Life Sciences
Agricultural and Biological Sciences
Food Science
Authors
Vanessa M. MPH, Eleanor T. PhD, Emilia MPH, Joelle MPH, Erin PhD, MPH, Margaret E. BS, Christina D. PhD, Linda DrPH,