Pre-testing in the press

Argues that pre-testing of magazine advertising provides an essential link between the creative product and media placement, which allows the message to be fine-tuned for much greater effect and return on investment.

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 brand’s 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands