Advertisement pre-testing: The limitations of advertising pre-testing systems
Do off-the-shelf research packages get in the way of providing answers to problems? David Cowan of David Cowan Associates explains why a rethink may be long overdue
David Cowan
At a recent conference I asked 60 or so advertising agency people whether they would use an off-the-shelf research package on their accounts. Not one said they would.
I was not surprised. There is clearly a difference of opinion between those advertisers who keep the pre-packaged system providers in business and the advertising agency community.
A cynic might take Mandy Rice-Davies'...