Look before you leap

Prof John Philip Jones

This article is a foretaste of the author's monograph on the ARS Persuasion technique of pretesting, as used by Research Systems Corporation (published by NTC, January 1997).

Look before you leap

Advertisers and agencies need better tools for pre-testing. John Philip Jones looks at an approach, and finds it good. RSC's ARS Persuasion brand is not the only system available, and, like its competitors, it is associated with a particular view of how advertisements work. It seems unlikely that a universal theory can fit all ads, and Admap's readers will make up their own minds about the arguments. This is surely not the last word on the subject.

John Philip Jones
CAN WE forecast how an advertisement will influence sales? The...

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