Can pre-testing improve campaign decisions?

Spike Cramphorn, chairman of add+impact®, believes that pre-testing can improve campaign decisions but not in the way it has been done so far.

Can Pre-Testing Improve Campaign Decisions?

Spike Cramphorn add+impact

Can pre-testing improve campaigns, predict wear-out, or most importantly, sales? Advertising has been pre-tested for decades. So how do these remain legitimate questions to so many people who work in advertising?

Surely the reason these questions are still asked is that pre-testing has proved inadequate. This begs the question: What has historic pre-testing added to decisions? Answer: not much, because...

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