Linking Tracking to Pre-testing with an 'ARM'

Deborah J Tallyn and Donald E Bruzzone

This 1997 study tries to link tracking to pretesting with an Advertising Response Model, 'ARM'.

Linking Tracking to Pre-testing with an 'ARM'

Deborah J. Tallyn and Donald E. Bruzzone

Can tracking studies be used in answering that most important of all questions faced in advertising research: Are those new commercials really as good as the agency says they are?

We will trace how we used feedback from tracking surveys – feedback on what worked and what didn't work in past advertising-in pre-testing new advertising. What advantages does this offer? Deborah will address that question from the viewpoint of an advertiser who has had to decide between alternative methods of pre-testing.

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