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 2Spike
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