Television pre-testing

Alan Hodges

If the enormous costs of airtime are to be effectively spent, the commercials which carry the advertising burden must do their job properly.

Television pre-testing

Getting the most out of television pre-testing - and the need to put enough behind it

Alan Hodges

If the enormous costs of airtime are to be efficiently spent, the commercials which carry the advertising burden must do their job properly. It is therefore essential that they should be pre-tested - and in the form in which they will reach the viewer, not as rough drawings or cartoons. This article describes a pre-testing system now available across five European countries and the various measures and diagnostics it produces, and shows how these may differ between countries. Readers who...

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