The Hitchhikers Guide to Media Issues in Pre-Testing.
Dave Phillips, Research International, shows how all media, and combinations of them, can be tackled in pre-test research.
Todays marketers are confronted by an array of media options, more advertising -literate consumers, a fragmentation of media consumption patterns and rapid increases in the volume of branded communications.
This means that there are more ways to reach the target, but the target is more elusive (at least in large numbers), and creatives have more licence to engage, but commanding audience attention is harder than ever.
The most burning issue is how to optimise marketing communications budgets against a backcloth of compound growth both in media planning alternatives and the power required to gain consumer registration and internalisation of branded messages.