Pretesting in the third millennium 2
Spike Cramphorn Add+impact InternationalMost people recognise that some form of ad pretesting is necessary. For some it is a 'necessary evil'. There are those who see it as insurance covering bases, especially theirs. Others simply test because it is company policy and don't know, or care, if the test is any good. But the best reason to pretest is to create 'good' ads, because in the long run the media savings dwarf development costs.
Brand communication
Advertising is intended to communicate brand ideas to a defined audience. This...