What advertising testing might have been, if we had only known

Today's pretesting is based on concepts of consumer behavior that were devised over a hundred years ago and which were largely discarded in the 1980s.

What Advertising Testing Might Have Been, If We Had Only Known

Spike CramphornAdd+lmpact International

THE LAST DECADE has provided many new insights into how we acquire and store knowledge of the world around us, and its impact on our decision process. While these insights dramatically improve understanding of the way advertising is processed, they have yet to be assimilated into the measurement of advertising effectiveness.

This article considers how very different advertising, testing might be today, if we had known, and then applied what we know now, 25 years ago.

BACKGROUND

Supposing. Your CEO is sceptical of...

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