Linking Tracking to Pre-testing with an 'ARM'
Deborah J. Tallyn and Donald E. Bruzzone
Can tracking studies be used in answering that most important of all questions faced in advertising research: Are those new commercials really as good as the agency says they are?
We will trace how we used feedback from tracking surveys – feedback on what worked and what didn't work in past advertising-in pre-testing new advertising. What advantages does this offer? Deborah will address that question from the viewpoint of an advertiser who has had to decide between alternative methods of pre-testing.
CONCERNS...