American developments in advertisement pre-testing

Alexander L Biel

The author reviews the present state of advertising pre-testing in the USA, against its historical background.

American developments in advertisement pre-testing

No single measure has all the answers

Alexander L Biel

Reviewing the sometimes feisty history of US advertising research, Alex Biel notes that there is now general agreement amongst measurement firms that increasing brand preference is critical to effectiveness. New developments include a focus on retention rather than merely conquest. Research on the way in which consumers process advertising shows particular promise and integrated measurement systems are attracting interest. However, good measures of intrusiveness are still lacking. And the trend to fewer alternatives seems short-sighted, as does the continuing dependency on norms.

ADVERTISING RESEARCH is...

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