A Better Practice Approach for Developing Advertising

Trident White Case Study

Raúl Tena
Cadbury Adams, Mexico.

Gonzalo Perez-Duarte
The ARS Group, Mexico.


In today's Return on Marketing Investment (ROMI) environment, companies have begun to adopt practices that can optimize the business value of their advertising. This phenomenon is even more important in middle size economies, such as those predominant in Latin America. Markets such as México are taking advantage of successes in other markets, such as the United States, in which the traditional “copy testing” practice is being scrutinized. The traditional copy testing practice is under the gun as the appropriate action to optimize this value is not always taken, given the timing of this information in the overall advertising development cycle, usually late in the process.