This Stephen King pamphlet is part of a series of historical JWT London texts published by Warc. It was first printed in 1966 and examines proposition testing as a method for setting advertising strategy, including what it should achieve, and why it sometimes fails.
How useful is proposition testing?
This paper examines proposition testing as a method for setting advertising strategy and questions whether content and form can be realistically separated. It has been written by Stephen King, Manager of the Advertising...