The importance of flexibility in pre-testing advertising

A review of pre-testing theory and the controversy around it. Focus groups and physiological measures are not suitable methods for pre-testing advertising, for reasons given.

The importance of flexibility in pre-testing advertising

The use of short-cut, standardised measures has damaged the acceptance of pre-testing. Larry Percy makes the case for a more flexible custom-analysed approach

Larry Percy

The job of evaluating the likely success of any particular advertising execution requires primary research custom-analysed to particular communication objectives and executed within very strict theoretical guidelines. Accordingly, reliance on a few standardised measures should be avoided. Flexible procedures that address the brand's advertising communication objectives provide a much better fit and thus more valid research results.

The overall purpose of pre-testing is to improve the...

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