Can pre-testing improve campaign decisions?

Spike Cramphorn, chairman of add+impact®, believes that pre-testing can improve campaign decisions but not in the way it has been done so far.

Can Pre-Testing Improve Campaign Decisions?

Spike Cramphorn add+impact

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...