Ehrenberg-Bass on the science of pre-testing campaigns

Pre-testing campaigns is divisive in the advertising industry, but Ehrenberg-Bass’s marketing science indicates the practice is more useful for some strategies than others.

The practice of pre-testing advertising campaigns divides the industry. On one side are creatives who abhor the notion of their work being tested when hours and big bucks have already been sunk into production. On the other, advocates of the practice

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