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). Its 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...