Warc Briefing: Pre-testing
Definition:Pre-testing (also known as copy-testing) is the practice of airing pre-launch campaigns to target audiences in order to predict the likely effectiveness of campaigns and shape decisions over whether to pull or refine individual executions.
Quick facts
- More than half of all TV campaigns lose money in both the short and long-terms, according to one academic pre-testing studyi.
- Using recall as the main pre-testing metric risks rewarding campaigns which are "boring, ordinary and even unlikeable", a Unilever study found.ii
- A study of IPA Effectiveness Papers controversially claimed that only 30% of ads which...