Pre-testing in the press
Ruth Colinese of IPC Magazines believes that pre-testing provides an essential link between the creative product and media placement that allows the message to be fine-tuned.
Ruth Colinese
If you run a press campaign with no form of communication research, it is like playing poker with your eyes shut with your brands information and image.
But poker, it seems, is very popular. In fact industry estimates suggest that over 90 per cent of press ads run without the benefit of communication testing research.
Now for those who prefer a less precarious and ultimately more cost-effective...