Copy Sorts™

The Copy Sorts measure individual phrases and verbal ideas in a commercial by the audience's levels of attention or recall, relevance, and feelings. This tool set complements the Picture Sorts when deconstructing the audience's experience of a television commercial.

Copy Recall™

The Copy Recall graph(s) plots the audience's level of recall to each line of copy in an ad, including dialogue, voice-overs and supers on screen. Like the Flow of Attention®, This technique deconstructs the cognitive processes of the audience’s selective perception filter.

Copy Relevance™

The Copy Relevance graph(s) plots the relevance of a particular idea to the audience. This helps diagnose potential problems, such as the audience finding an idea relevant, but not remembering hearing or seeing it in the ad.

Copy Irrelevance™

The Copy Irrelevance graph(s) graph plots the audience's level of perceived irrelevance of specific ideas. If an ad centers around an idea that the audience finds irrelevant, this graph clarifies the issue.