What can pre-testing do? Thomson Gold Medal '67
Stephen KingJ. Walter Thompson Co. Ltd.
An article specially commissioned on the subject of the Thomson Gold Medal for Advertising Research for 1967
Most people would agree that the Thomson Awards have made an outstanding contribution to the development of new ideas in advertising research. And in 1967 the scope was broadened to cover problems outside media research; the subject for the Gold Medal was the pre-testing of press advertisements. This is clearly an area of great importance to advertisers, agencies and research companies; a great deal of time and...