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.”