Focus pre-testing on outcomes to improve ad effectiveness

Spike Cramphorn

The debate about pre-testing ads is now stymied over how to measure subconscious take-out. But focusing purely on the subconscious merely changes one blinkered view for another.

Focus pre-testing on outcomes to improve ad effectiveness

Spike Cramphorn

Clearly, the purpose of advertising is to change people's mindset; in particular, to enhance predisposition to 'purchase' the brand.

Until recently, most advertisers believed advertising...

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