The Big Idea - Testing The Way To Success

Executives from Wunderman, Ricotta & Kline Inc. explain to the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1968 how their agency systematically evaluates and evolves a campaign in-process, using their campaign for the National Observer as the example.

The Big Idea - Testing The Way To Success

Constantine Karvonides and Lewis M. Smith Jr.

Our agency specializes in direct response advertising. In print media, our ads are the ones accompanied by a coupon or a bound-in reply card; in both print and broadcast, the advertising message is always geared to generating a direct transaction between the consumer and the advertiser. In all cases, effectiveness is measurable.

Since we can count actual returns, and evaluate them, we conduct tests of all kinds – usually on a split-run or regional basis – in daily newspapers, in magazines and...

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