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Using a Marketing Evaluation Tool to Optimize a Social Marketing Campaign: Insights from a Copy Test of a You're the Mom Campaign Ad

Lynskey, V.M.; Shonkoff, E.T.; Matthews, E.; Zaslow, J.; Hennessy, E.; Callender, M.E.; Economos, C.D.; Harelick, L.

Journal of Nutrition Education and Behavior 50(9): 937-946.E1

2018

ISSN/ISBN: 1878-2620
PMID: 30166256
DOI: 10.1016/j.jneb.2018.05.009
Document Number: 401207
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 (n = 300) were aged 22-49years, had a household income <$50,000 and ≥1 child aged 4-8years and bought fast food ≥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.

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