PACT Principles

PACT Principles

• 1.
  PACT Principles The sharedviews of PACT Agencies on the fundamental principles underlying a good copy testing system Principle I A good copy testing system provides measurements which are relevant to the objectives of the advertising. Principle II A good copy testing system is one which requires agreement about how the results will be used in advance of each specific test. Principle III A good copy testing system provides multiple measurements – because single measurements are generally inadequate to assess the performance of an advertisement. Principle IV A good copy testing system is based on a model of human response to communications – the reception of a stimulus, the comprehension of the stimulus and the response to the stimulus. Principle V A good copy testing system allows for consideration of whether the advertising stimulus should be exposed more than once. Principle VI A good copy testing system recognizes that the more finished a piece of copy is, the more soundly it can be evaluated and requires, as a minimum, that alternative executions be tested in the same degree of finish. Principle VII A good copy testing system provides controls to avoid the biasing effects of the exposure context. Principle VIII A good copy testing system is one that takes into account basic considerations of sample definition. Principle IX A good copy testing system is one that can demonstrate reliability and validity. Principle X1 Take baseline (i.e., pre-exposure) measurements and / or use control groups. 1 Added by Pechmann and Andrews (2010)
• 2.
  References "PACT: Positioning, Advertising,Copy, Testing." Journal of Advertising 11, no. 4 (1982): 3-29. doi:10.1080/00913367.1982.10672818. Pechmann, Cornelia, and Craig Andrews. "Copy Test Methods to Pretest Advertisements." In Wiley International Encyclopedia of Marketing. Eds. Jagdish N. Sheth and Naresh K. Malhotra. Chichester, West Sussex, UK: Wiley, 2010. doi:10.1002/9781444316568.wiem04007.