Can Pre-Testing Improve Campaign Decisions?

Spike Cramphorn

Can pre-testing improve campaigns, predict wear-out, or most importantly, sales? Advertising has been pre-tested for decades. So how do these remain legitimate questions to so many people who work in advertising?

Surely the reason these questions are still asked is that pre-testing has proved inadequate. This begs the question: What has historic pre-testing added to decisions? Answer: not much, because the focus has been on getting the ad noticed, instead of on eventual brand effect.

To be fair, a start has been made in terms of predicting whether the advertising will be noticed.