What advertising testing might have been, if we had only known

Today's pretesting is based on concepts of consumer behavior that were devised over a hundred years ago and which were largely discarded in the 1980s.

What Advertising Testing Might Have Been, If We Had Only Known

Spike CramphornAdd+lmpact International

THE LAST DECADEhas provided many new insights into how we acquire and store knowledge of the world around us, and its impact on our decision process....