Pre-testing and evaluating advertising

Reviews a series of papers from the Admap seminar 'Monitoring Advertising Performance' (March 1987, published in Admap April 1987).

Pre-Testing and Evaluating Advertising

Colin McDonald Communication Research Ltd.

AMAP has again put together, in its April 1987 issue, an interesting set of papers based on a seminar (Monitoring Advertising Performance). It’s like a red rag to a bull; I cannot help wanting to join in.

PRE-TESTING

There was a welcome recognition in most of the papers of the importance of advertising content. To quote Tony Twyman: ‘as Andrew Roberts reminded us, the published Beecham AMTES copy tests showed that differences in advertising content could generate bigger sales differences than were normally being created by variations in media weight...

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