Advertisement pre-testing: The limitations of advertising pre-testing systems

David Cowan

Argues that pre-packaged advertising testing systems are usually unhelpful for developing creative advertising.

Advertisement pre-testing: The limitations of advertising pre-testing systems

Do off-the-shelf research packages get in the way of providing answers to problems? David Cowan of David Cowan Associates explains why a rethink may be long overdue

David Cowan

At a recent conference I asked 60 or so advertising agency people whether they would use an off-the-shelf research package on their accounts. Not one said they would.

I was not surprised. There is clearly a difference of opinion between those advertisers who keep the pre-packaged system providers in business and the advertising agency community.

A cynic might take Mandy Rice-Davies'...

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