Is it right ... will it work?
An advertiser's guide to pre-testing methods in the 1990s
Nicholas Staveley
An astonishing variety of research methods claim to help advertisers find out how their advertisements may work, before spending serious marketing money on them. Most of the methods are pretty good but good at different things. Which you choose depends on what you really want to know, where you're coming from and how good the fit is between these factors and the ideas built into a particular test. With the best of intentions, the experts have made pre-testing a foggy and...