Some ad copy-testing lessons for content copy-testing

Copywriters of ads have long been wary of how well ad copy-testing works–and not just because, like the rest of us, they are sensitive to criticism of their work. Should the writers of informational digital-content copy also be wary of copy-testing? Do the problems with ad copy-testing apply to content copy-testing? Even top researchers (e.g., Arthur Kover, Journal of Advertising Research,...

Market segmentation for the Web

Market segmentation traditionally assumes that people can be segmented into groups that can be separately marketed to, based on their different product needs. But suppose, as often happens on the Web, the customer arrives in your midst—on your site—before or she has any inkling of his or her different product needs. And suppose what happens next—to that customer on your site—will strongly...

Persuasive content and Web advertising

In the past, journalists generated content to serve one master—the public good—while advertisers generated content to serve another—the private good. Journalists’ content provided evidence that it was serving a different master by criticizing the products produced by advertisers. That aspect of the past should continue. The purpose of OpinionPath’s research methodology is not...
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