Getting It Right The First Time
Can we eliminate ineffective advertising before it is run?
John Philip Jones
(Foreword by Colin McDonald)
CONTENTS
- Foreword
- The Purpose of This Report
- The Problem Addressed by Pre/Post Preference Testing
- Penetration and Purchase Frequency
- Short-Term Effect of Advertising
- Example One: Longitudinal Tracking of a Food Category
- Example Two: Longitudinal Tracking of an Over-The-Counter Medicine Category
- Example Three: 37 Split-Cable Spend Tests
- Example Four: 28 New-Brand Awareness, Trial and Usage ...