Pre-testing in the third millennium

This is Spike Cramphorn's second article on advertising research and focuses on pre-testing. He suggests that in developing a pre-test two issues should be addressed - how to predict how the creative idea will succeed? and how will the ad change the brand-person-relationship? The use of feeding ideas into focus groups is questioned.

Pretesting in the third millennium 2

Spike Cramphorn Add+impact International  

Most 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...

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