The quest for persuasive advertising
Spike Cramphorn
Swinburne University
But Scientists, who ought to know,
Assure us that it must be so …
Oh! let us never, never doubt
What nobody is sure about!
– Hilaire Belloc
Much of what is described as advertising pretesting is better viewed as an incomplete and imaginative attempt to measure steps along a surmised hierarchical process that is only indirectly related to the purposes for which the advertising is created. This paper reviews design weaknesses in current advertising pretesting and highlights prevalent misconceptions. Elements that, when present, contribute to enhanced brand feelings are identified....