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...