Quantifying creative contributions. Advertising pre-testing's new generation
Flemming Hansen Gallup A/S, Denmark
INTRODUCTION
Strategic, executional and budgeting decisions on advertising require a mixture of quantitative and qualitative evaluations prior to the full scale start of the campaign. Recent developments in media planning have created a demand for uniform quantitative campaign effect measures. At the same time, the realisation that different advertising in different areas works differently has directed advertising research towards measures selected specifically for the campaign being tested. The paper describes how a new generation of advertising pretesting is growing to cope with these issues.
Advertising testing...