Copy Test Method

We conducted a copy test on two different direct mailer pieces. Both versions of the direct
mailers were presented during the copy test. The specific objective to the copy testing was to
determine which picture appealed the most to the target audiences as well as brand recognition,
the main message, and what The Childrens Discovery Museum has to offer.
During copy testing, 9 participants of the target audience were shown post A and 9 different
participants were shown post B. Please refer to Exhibit B-1 for the layout of direct mailer A and
Exhibit B-2 for layout of direct mailer B. Once the participant viewed the assigned direct mailer
for a period of time, the post was then taken away and participants were asked to recall
everything they saw on the direct mailer, brand recognition, main message, specific offerings,
whether or not the participants perceptions of CDM have changed, and the likelihood of
visitation. The second direct was then given to the participants for a short period of time and then
asked the question of what their likes or dislikes are of the second direct mailer shown. At the
end, the participant was asked to chose which direct mailer they liked the most.
Copy Test Results
The copy testing results show that 9 out of 18 participants could recall the main message of the
direct mailer. The direct mailers main message is the family membership discount. 17 out of 18
participants recognized that the direct mailer offered a coupon for a family membership. After
copy testing the two direct mailers, 8 out of 18 participants recognized that the direct mailers
main message was also promoting summer fun and activities. The direct mailer was intended to
evaluate the objectives of the campaign as a fun family museum as well as what The Childrens
Discovery Museum has to offer, such as its family memberships. The copy testing results also
showed that 16 out of 18 participants would most likely be willing to visit the museum.
After showing the participants the two direct mailers, we asked them to tell us their likes and
dislikes. For both direct mailers, participants enjoyed the vibrant colors, visual aid of children,
welcoming, stress-free feel, and the discount. Specifically with direct mailer A, participant's like
the picture of the six kids because it involved more color and took up more room on the piece
(Please refer to exhibit B-1 for visual). There was a negative perception with direct mailer B
because of the child with a messy hand. Participants said it gave off the impression of that their
children would be very messy after being involved with an activity at the museum. For both
direct mailers, participants stated that the logo was not positioned in the right spot and that it was
difficult to read the font around the logo (Please refer to exhibit B-1,2 for visual). Direct mailer A
was determined to be the best version of a direct mailer because 16 out of 18 participants
preferred this version the most.

After participant feedback, we decided to make changes to the direct mailer to meet the target
audience's needs. We stuck with the image of the six children as it was liked best. The logo was
positioned in the middle of the bottom white space in order for it to be eye catching to the
readers. The font was made bigger for readers to, as stated in the copy testing dislikes. (Please
refer to Exhibit 4 for visual).

Exhibit B-1: Direct Mailer A

Exhibit B-2: Direct Mailer B

Exhibit B-3: Copy Test Method

Hello, _______________, I would like you to take a few minutes to look at this advertisement.
After you get the chance to look at the advertisement, I would like to hear your opinion.
Show Direct Mailer A, allow a few minutes to look. (If testing B, show B first.)
1. Please write down everything you recall about this advertisement.
2. What brand/organization was the advertisement for?
3. What is the main message of the advertisement?
4. What is the advertisement offering?
5. After seeing the advertisement, has your perception of CDM changed?
6. How likely would you be to visit after seeing this advertisement?
7. (Return Advertisement) What do you like/dislike about the advertisement? What
would you change?
Now I will show you another advertisement that we made.
Show Direct Mailer B, allow a few minutes to look. (If testing B, show A now.)
8. What do you like/dislike about this advertisement?
9. Overall, which of the two advertisements do you prefer?