ARF Releases Comprehensive Glossary of Creative Testing Terms
The Advertising Research Foundation (ARF) has released a detailed glossary for creative testing terms. "The ARF Creative Council noticed that there wasn't an authoritative resource for creative testing terms," says Paul Donato, ARF's chief research officer. "With an increasing amount of lack of trust and misalignment on terms spanning the industry, we decided that now is the time to bridge the gap that fuels the creative-researcher disconnect with the development of our creative glossary."
Findings from ARF's December study shows an increasing lack of trust and misalignment on terms, both of which are fueling a creative-researcher disconnect. So, the ARF's Creative Council prioritized the standardization of common creative terms with the launch of the glossary.
"The glossary, which contains over 800 words and phrases used for developing, testing, and conducting research around advertising creative, is available for not only current industry leaders, but also future industry leaders," Donato says, "as we have made it available to the public and students for free through ARF's website."
ARF's goal is that the Glossary will serve as a tool and guideline for the industry around often confusing or misunderstood terminology. One example of such terminology is:
- Copy testing
- Research used to evaluate a specific advertisement or campaign, typically by asking consumers to rate an ad or campaign.
- Copy testing can be performed with unfinished work, to help inform the final creative execution, or with finished work ("finish-testing"), to help guide decisions about best audience targeting, media placement, and media weight/rotation.
- It is sometimes performed before ads are released ("pre-testing"), and sometimes performed post-release ("in-market testing" or "post-testing"). Also referred to as "Copy Research," "Ad Testing," and "Creative Testing." See also "Concept Test."
The ARF has released this comprehensive, empirical resource through its website, offering the glossary free to those in the industry, students, and the general public interested in learning more about these terms.
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