Case study: pre-testing mould-breaking ads

Sue Burden, head of Brand and Communications Research at TNS UK, describes how pre-testing can be used with ads that are trying to be totally original and unexpected.

Case study: pre-testing mould-breaking ads

Sue Burden

Pre-testing and ad agency creatives are rarely close allies. The research industry knows that brand communications pre-testing suffers a bad press among ad agency creatives. Their views can often be...

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