A Better Practice Approach for Developing Advertising
Trident White Case Study
Raúl TenaCadbury Adams, Mexico.
Gonzalo Perez-DuarteThe ARS Group, Mexico.
INTRODUCTION
In today's Return on Marketing Investment (ROMI) environment, companies have begun to adopt practices that can optimize the business value of their advertising. This phenomenon is even more important in middle size economies, such as those predominant in Latin America. Markets such as México are taking advantage of successes in other markets, such as the United States, in which the traditional “copy testing” practice is being scrutinized. The traditional copy testing practice is under the gun as...