Ad testing: Speed adds quality to ad research

Charles Young

This article explores some of the advances in advertising research which are leading to faster results, which in turn enable faster, better decision making.

Ad testing: Speed adds quality to ad research

Charles YoungAmeritest

Business today needs effective insights more than ever to aid decision-making, but it must be fast. With the use of new techniques and a paradigm shift in philosophy, this goal can be achieved.

The marketer's job is increasingly challenging, from marketplace uncertainty, tight budgets and fewer staff, to a continued shift in control from the marketer to consumers and retailers. Advertising research is needed more than ever to help win this battle, but only if it can be delivered with the speed needed to influence the decisions to be...

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