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Q1: What are the principles of effective copy testing? Which of the principles do you think is most important and why?

Q2: Go to Warc and find a Case Study for a campaign that was submitted for an advertising award (such as the IPA Effectiveness, Cannes Lions, or Effie Awards). Discuss what method(s) and measure(s) the advertiser used to show the campaign had worked as intended.

Q3: Single-source data is a powerful way to demonstrate advertising effects according to McDonald & Sharp (2005). (a) What is single-source data and how is it collected? (b) How are advertising effects determined using single-source data? (c) How often did Jones' find advertising had a positive effect on sales?

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