Pre-testing in the third millennium

This is Spike Cramphorn's second article on advertising research and focuses on pre-testing. He suggests that in developing a pre-test two issues should be addressed - how to predict how the creative idea will succeed? and how will the ad change the brand-person-relationship? The use of feeding ideas into focus groups is questioned.

Pretesting in the third millennium 2

Spike Cramphorn Add+impact International  

Most people recognise that some form of ad pretesting is necessary. For some it is a 'necessary evil'. There are those who see it as insurance covering bases, especially...